A recent study by Tangoo, conducted in conjunction with Censuswide in the United Kingdom, confirms that social media (52%) and streaming television (47%) are currently the most effective channels for generating brand recall, surpassing websites (37%), mobile apps (23%), digital signage (23%) and audio (19%). Among 25- to 34-year-olds, the figure rises to 66% for social media, but even among those over 55, more than 40% recognize social media and streaming as key sources.
However, the digital ecosystem is evolving beyond simple visibility. Interactive advertising and shoppable TV are emerging as formats that transform the screen into a direct sales channel. One example occurred with the latest season of The White Lotus, where viewers could purchase the character’s clothing in real time.
YouTube also took a decisive step forward by launching an interactive product feed on Connected TV (CTV), allowing users to browse and purchase items from their remote control and mobile phone. In Australia, Mattel launched the first “shoppable” TV campaign on Tubi, tripling industry benchmarks for QR scanning and doubling sales volume.
For its part, WunderKIND Ads is innovating with programmatic pause ads on CTV, as in its campaign for Zales. These formats, which appear when the user pauses content, generated 276% more QR scans than previous campaigns and unexpected direct sales for a tactic initially designed for awareness.
The message is clear: consumers no longer expect only relevant and creative ads, but integrated experiences that combine inspiration and purchase in the same environment. Saturation (more than 80% see the same ad repeated on multiple platforms) and lack of personalization (61% do not perceive improvements in relevance) are warning signs for advertisers.
The challenge for brands is to design an omnichannel strategy that combines segmentation, frequency control, interactive creativity and digital commerce tools. In this new landscape, connected television and social media not only build brands: they sell in real time.
FF
