The long-held dream of “interactive TV” shopping has come to pass – but how easy is it really to jump from an ad to the checkout?
The ability to have a seamless commerce experience within connected TV (CTV) is key to advancing the medium’s potential for driving sales, according to Steven Suarez-Davis, CEO of super{set}, a company that forms, invests in, and builds marketing technology companies.
“Meeting the person in the right context when they’re willing to buy, being able to have that exchange and that kind of value proposition exchange with the brand, but then reduce the friction right to being able to purchase, is key,” he said.
Data permission-first approach builds trust
Suarez-Davis emphasized the intimate nature of CTV advertising, given its presence in people’s homes and on their personal devices.
Looking ahead, he said sees the most progressive retailers and brands taking a data permission-first approach.
“While data privacy is incredibly important, privacy, I believe is a right, is a human right. But I think it’s slightly been misconstrued with getting someone’s consent, getting their permission to use the data, truly understanding what their preferences are, and how they want that data to be used,” he explained.
“And so that’s a trend that we see. The most progressive retailers, the most progressive brands are really taking a data permission-first approach. And then when they do that, right, they are building that trust.”
You’re watching “Connected Commerce: Reimagining CTV and Driving Ad Innovation, a Beet.TV Leadership Series at IAB ALM, presented by Albertsons Media Collective” For more videos from this series, please visit this page.
