Streaming platform Roku has partnered with Shopify to give shoppers the ability to make purchases directly from their TVs. Roku Action Ads, which have already been adopted by Walmart and Doordash, enable customers to click OK on their Roku remote to receive more information and make a purchase from the TV screen. The customer’s payment information is populated at checkout from the Roku Pay payment platform, providing a seamless purchasing experience. This new partnership also gives Shopify merchants access to more customer data, purchasing trends and insights.
This is a significant development, as adding one-click purchases to streaming experiences is becoming increasingly popular. TV is no longer just for big-splash branding campaigns, or even just for targeted branding to smaller audiences. It can now support all customer actions, including purchases. Roku has further expanded its adtech environment with strategic partners like Shopify, and they will continue to make the viewing and purchasing experience more seamless with Roku-branded smart TVs launched earlier this year.
CTV/OTT spending is expected to increase this year, and this partnership is an example of how streaming services can create holistic experiences for their customers. DTC marketers should take note and consider the advantages of one-click purchases through streaming services when planning their CTV/OTT strategies.
Originally reported by Martech: https://martech.org/roku-partners-with-shopify-to-allow-purchases-direct-from-tv/
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