Everything is shoppable: why shoppable ads should be central to your Advanced TV strategy

It’s official: everything is shoppable. From your smartphone to your smart TV, today’s media isn’t just for viewing, it’s for buying. As more viewers embrace Connected Television (CTV) and on-demand video, shoppable ads are quickly rising to the top of every savvy marketer’s playbook.

According to MiQ’s Global Advanced TV Report, consumers around the world are not only second-screening more than ever, they’re increasingly expecting, and engaging with, shoppable content. That means the ability to act the moment inspiration strikes is no longer a novelty. It’s a strategic necessity for any modern TV campaign.

Shoppable media is on the rise, and viewers are here for it

Across global markets, audiences are increasingly open to engaging with shoppable media, especially when the experience is relevant, seamless, and tailored to the content they are already watching. Whether it’s a viewer browsing on a tablet or tuning in to a live stream on Roku or another Connected TV platform, the expectation that content should lead directly to action is becoming more common.

Although adoption levels vary from region to region, the overall trend is clear. Consumers do not just want to be entertained. They want to explore, learn more, and make a purchase in the moment. This is where shoppable ads stand out. They transform passive viewing into an active, commerce-enabled experience.

From short-form video to long-form streaming, and from mobile to big screen, the future of advertising lies in the shoppability of every format. As more brands adopt this approach, viewers are responding with growing interest and higher levels of interaction.

Why advertisers are betting big on shoppable commerce

For advertisers, shoppable commerce represents a huge opportunity to collapse the funnel; to move from awareness to conversion in a single interaction. And with the growth of programmatic TV and more sophisticated audience targeting, it’s never been easier to build measurable, ROI-driven shoppable experiences into your Advanced TV campaigns.

Brands are already shifting budgets to meet this moment. In the US, over a third of media buyers plan to increase their investment in CTV shoppable ads this year. Between Instagram shoppable ads, TikTok shoppable ads, and YouTube shoppable ads, marketers are looking to bridge the gap between inspiration and action, especially on platforms where younger consumers spend their time.

This isn’t just a passing trend, it’s a fundamental shift in how TV and video advertising is valued. And it’s putting a premium on agility, audience insight and, crucially, the right creative formats.

Match the format to the viewer: why creative flexibility matters

Not every audience engages with media in the same way. A Gen Z viewer watching TikTok on their phone doesn’t want the same ad experience as a family gathered around the television set. That’s why shoppable advertising success depends on having the right creative format for the context and the ability to deploy it at scale.

Enter MiQ Sigma. Through its Creative capability, advertisers gain access to flexible, customizable formats that adapt to each viewing environment. Whether you’re creating fast-loading verticals for mobile-first viewers or interactive CTV spots for big-screen browsers, Sigma lets you deploy shoppable content that feels native, relevant, and actionable.

And thanks to intelligent automation and audience-level insights, Sigma also enables advertisers to test, learn, and optimize faster, ensuring that shoppability isn’t just an add-on, but a baked-in driver of performance.

Curious to see how it works? Book a Sigma demo.

Final thoughts: make every moment shoppable

The line between content and commerce is fading. From Roku shoppable ads to click-to-buy videos on social, shoppability is now embedded in almost every digital medium. And as Advanced TV continues to evolve, the opportunity for shoppable media will only expand.

By investing in smart, context-aware shoppable advertising, brands can meet consumers where they are; turning inspiration into action, and views into value.

Want to understand the bigger picture? Download our Global Advanced TV Report and explore how the world’s leading advertisers are making their media more actionable, more measurable, and more shoppable.

Glossary highlights

Shoppable ads: Video or display ads that allow users to click directly through to a product page or purchase path.

Shoppable media: Any content that integrates commerce functionality, allowing for product discovery and purchase within the content experience.

Shoppable content examples: Instagram Stories with product links, YouTube ads with “Buy Now” buttons, or CTV ads with QR codes linking to product pages.

Shoppability meaning: The ease and efficiency with which a user can buy a product directly from content they are consuming.

What are shoppable ads: A marketing format that combines traditional video advertising with interactive elements enabling instant shopping.