Press release
Roku and Dentsu Reveal Key Insights for Shoppable TV Advertising Success
SAN JOSE, Calif.--(BUSINESS WIRE)-- Today Roku, Inc. (NASDAQ: ROKU), the #1 TV streaming platform in the U.S.*, and Dentsu are revealing new findings from a
About this update from Roku, Inc.
[{"type":"text","content":" SAN JOSE, Calif.--(BUSINESS WIRE)--\nToday Roku, Inc. (NASDAQ: ROKU), the #1 TV streaming platform in the U.S.*, and Dentsu are revealing new findings from a study looking at how consumers engage with shoppable TV. As streaming becomes the dominant mode of TV consumption, advertisers are reimagining what’s possible with shoppable TV and how to best engage with consumers.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250611657155/en/Roku, Inc., the #1 TV streaming platform in the U.S., and Dentsu are revealing new findings from a study looking at how consumers engage with shoppable TV.\nKey insights from the research show that consumers are increasingly open to shopping directly from their TV screens, and what ultimately drives engagement is the perceived value of the exchange. Whether it’s exclusive offers, time savings, or personalized recommendations, viewers are more likely to act when they feel they’re getting something meaningful in return.\n\n\n“It's not just about making products clickable—we must create experiences that resonate and solve real needs,” said Jeffrey Bustos, SVP, Retail Media Analytics, Merkle. “Shoppable TV ads have immense potential to drive engagement and conversion, but to scale, they must deliver clear value to consumers. With platforms like Roku, passive viewing can turn into active buying, and brands can connect meaningfully with audiences and drive measurable results.”\n\n\nAdditional key findings include:\n\n\nContent-commerce integration drives engagement\n\n\n\nNearly three-quarters (72%) of consumers say they pay more attention to ads that reflect their personal interests and purchase habits.\n\n\n\n71% of consumers are more attentive to ads for brands or products they’ve previously purchased.\n\n\n\nNearly half of streamers also report they would pay attention to ads that allow them to purchase items featured in movies, shows, or live events, particularly when the shopping experience feels like a natural extension of the content—especially in categories like apparel and electronics, which consumers note are the top two retail categories in terms of retail media ad attention.\n\n\n\nPersonalization must do more than feel familiar\n\n\n\nPersonalized ads based on shopping behavior and past purchases are perceived as valuable by ov...