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The Rise of Shoppable Television Ads

Shoppable television ads for Lacoste were launched during the tennis grand slam in June 2019.

Viewers watching the matched matches were alerted to hold their mobile phone cameras up to the television screen and scan a QR code which then directed them to Lacoste’s website where they could buy the products.

The success rate for such technology averaged at around 50,000 scans in five minutes (AdWeek).

This stat suggests that this level of marketing is successful when executed correctly and should be considered more by brands.

Kantar suggests that TV’s contribution to purchase intent is smaller than it’s contribution to awareness, at 22% and 28% retrospectively, but is is in positive growth.

Source: Trend Watching, Kantar Mar 18 | Innovation
Brands should utilise this insight and combine both awareness of the brand and purchase encouragement through digital means in their strategy going forward.
Alice Popple