{"id":9237,"date":"2026-03-28T13:30:09","date_gmt":"2026-03-28T08:30:09","guid":{"rendered":"https:\/\/paknews.centers.pk\/how-to-achieve-seamless-shoppable-ctv\/"},"modified":"2026-03-28T13:30:09","modified_gmt":"2026-03-28T08:30:09","slug":"how-to-achieve-seamless-shoppable-ctv","status":"publish","type":"post","link":"https:\/\/paknews.centers.pk\/ur\/how-to-achieve-seamless-shoppable-ctv\/","title":{"rendered":"How to Achieve Seamless Shoppable CTV"},"content":{"rendered":"<p><br \/>\n<\/p>\n<div wp_automatic_readability=\"93.697678807322\">\n<p><div class=\"youtube-embed\" data-video_id=\"KqiXege_8No\"><iframe title=\"How to Achieve Seamless Shoppable CTV\" width=\"696\" height=\"392\" src=\"https:\/\/www.youtube.com\/embed\/KqiXege_8No?feature=oembed&#038;enablejsapi=1\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/p>\n<p><span style=\"font-weight: 400;\">What strategic and technological innovations are in the pipeline to facilitate more seamless <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/CTV-Isnt-Just-Another-Screen-Why-Brands-Need-a-New-Strategy-for-Shoppable-Ads-170268.aspx\" target=\"_blank\" rel=\"noopener\" title=\"new strategy for shoppable ads\"><span style=\"font-weight: 400;\">shoppable CTV<\/span><\/a><span style=\"font-weight: 400;\"> experiences? <\/span><a href=\"https:\/\/www.linkedin.com\/in\/karl-meyer-5232233a\/\" target=\"_blank\" rel=\"noopener\" title=\"Fuse Media\u2019s Karl Meyer\"><span style=\"font-weight: 400;\">Fuse Media\u2019s Karl Meyer<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.linkedin.com\/in\/lexiswift\/\" target=\"_blank\" rel=\"noopener\" title=\"Disney\u2019s Lexi Swift\"><span style=\"font-weight: 400;\">Disney\u2019s Lexi Swift<\/span><\/a><span style=\"font-weight: 400;\">, <\/span><a href=\"https:\/\/www.linkedin.com\/in\/joehall6\/\" target=\"_blank\" rel=\"noopener\" title=\"Spaceback\u2019s Joe Hall\"><span style=\"font-weight: 400;\">Spaceback\u2019s Joe Hall<\/span><\/a><span style=\"font-weight: 400;\">, and <\/span><a href=\"https:\/\/www.linkedin.com\/in\/chestergoodson\/\" target=\"_blank\" rel=\"noopener\" title=\"LG\u2019s Chester Goodson\"><span style=\"font-weight: 400;\">LG\u2019s Chester Goodson<\/span><\/a><span style=\"font-weight: 400;\"> address future prospects for enhanced shoppability in this discussion with moderator <\/span><a href=\"https:\/\/www.linkedin.com\/in\/chrispfaff\/\" target=\"_blank\" rel=\"noopener\" title=\"Chris Pfaff\"><span style=\"font-weight: 400;\">Chris Pfaff<\/span><\/a><span style=\"font-weight: 400;\"> from <\/span><a href=\"https:\/\/www.streamingmedia.com\/Articles\/News\/Online-Video-News\/ICYMI-Streaming-Media-Connect-February-2026-173683.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Streaming Media Connect 2026\"><span style=\"font-weight: 400;\">Streaming Media Connect 2026<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><strong>Meeting Users Where They Are<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Pfaff begins the discussion by naming the two things whose successes and failures he\u2019s tracked over his career: user behavior and incremental innovation at scale. He asks Meyer, \u201cWhat sorts of things do you see in 2026 that you think are going to enable more seamless shoppability or break down some of the friction?\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Meyer says if he was still managing entertainment accounts, streamers, and SVOD\/AVOD at <a href=\"https:\/\/www.streamingmedia.com\/Articles\/ReadArticle.aspx?ArticleID=174051\" target=\"_blank\" rel=\"noopener\" title=\"Samsung TV Plus Powers the Next Era of FAST, Showcasing Live Events, Creator-Led Content, Exclusive Offerings, and Interactive Features Accelerating the Fan Experience\">Samsung<\/a>, he\u2019d leverage the homepage, because it\u2019s \u201clower-funnel, performance advertising at its best,\u201d he notes. \u201cThere\u2019s no better way to get an immediate measure on performance or really move product. In the case of the <\/span><span style=\"font-weight: 400;\">glass<\/span><span style=\"font-weight: 400;\"> at that level, it\u2019s about programming and pushing content and lift analysis, but more so there\u2019s a wide-open door for a tile ad to go into a shopping experience, no doubt.&#8221;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pfaff turns to Swift to request her take.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Swift says shoppability is about offering users choice and control and meeting them where they are. Interoperability is key, \u201cbecause where your comfort might be from shopping from an ad might be different from someone else\u2019s.\u201d Building that trust with customers can happen via social platforms. \u201cSo it\u2019s really having the ability for that consumer to interact and make the purchase and go as far as they want with the ad,\u201d she explains.<\/span><\/p>\n<h2><strong>Following the Customer Journey<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Pfaff tells Hall, \u201cI\u2019m wondering if there are some specific things that you\u2019ve seen in the <\/span><a href=\"https:\/\/www.spaceback.com\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Spaceback\/Rembrand<\/span><\/a><span style=\"font-weight: 400;\"> world.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hall describes <a href=\"https:\/\/www.streamingmedia.com\/Articles\/Post\/Blog\/Personalization-Social-and-Interactivity-Define-the-New-Role-of-TV-167804.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Personalization, Social, and Interactivity Define the New Role of TV\">Spaceback<\/a>\u2019s <a href=\"https:\/\/www.spaceback.com\/tv\/roku\" target=\"_blank\" rel=\"noopener\" title=\"spaceback roku\">partnership with Roku<\/a>, whose click-to-buy experience is tied in with a customer\u2019s phone number to complete a purchase. He notes that social media creators have trained customers to purchase through content, so it\u2019s important to bring that behavior into the living room on the TV screen. \u201cWe see 50% lift and beyond consistently when using social content in these other environments because consumers subconsciously are trained to respond to that. So we\u2019re seeing a lot of traction and across partners that are integrating much more deeply,\u201d he notes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Pfaff closes with Goodson, asking what he looks at from an innovation standpoint in terms of what will enhance shoppability.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Goodson encourages looking at the customer journey from the upper funnel down to the lower funnel. \u201cI think creating the awareness, we\u2019ve proven to be pretty darn good at that. Turning on the TV, you might see various placements on the TV to promote a specific brand or category,\u201d he says, and in the lower funnel, LG has implemented <\/span><a href=\"https:\/\/www.lg.com\/us\/press-release\/lg-launches-shop-time-app-on-lg-smart-tvs\" target=\"_blank\" rel=\"noopener\" title=\"Shop Time\"><span style=\"font-weight: 400;\">Shop Time<\/span><\/a><span style=\"font-weight: 400;\">, which can provide scale. \u201cSo for us, it\u2019s utilizing the placements across <\/span><a href=\"https:\/\/www.lg.com\/us\/webos\" target=\"_blank\" rel=\"noopener\" title=\"lg webOS\"><span style=\"font-weight: 400;\">webOS<\/span><\/a><span style=\"font-weight: 400;\">, our TV operating system, as best we can,\u201d and asking, \u201cHow do we take it a step further with our brands to allow those consumers to close that loop and purchase that item or save that item to cart, however they might choose to engage?\u201d<\/span><\/p>\n<p><a href=\"https:\/\/www.streamingmedia.com\/Conferences\/Connect2026-May\/Default.aspx\" target=\"_blank\" rel=\"noopener\" title=\"Join us May 12\u201314, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! Registration is open!\"><em><span style=\"font-weight: 400;\">Join us May 12\u201314, 2026 for more thought leadership, actionable insights, and lively debate at Streaming Media Connect 2026! Registration is open!<\/span><\/em><\/a><\/p>\n<div class=\"cta_magazine_subscription_wrap\">\n<div class=\"cta_magazine_subscription\">\n<div class=\"cta_magazine_subscription_img\">\n<!--            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/168775-2025-Cover-Images---April-2025-ORG.png\" alt=\"Streaming Covers\">--><br \/>\n            <img decoding=\"async\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/SiteImages\/457665-2026-Cover-Images-ORG.png\" alt=\"Streaming Covers\"\/>\n        <\/div>\n<\/p><\/div>\n<\/div>\n<p><noscript>Please enable JavaScript to view the <a href=\"https:\/\/disqus.com\/?ref_noscript\" target=\"_blank\" rel=\"noopener\">comments powered by Disqus.<\/a><\/noscript><\/p>\n<p>&#13;<br \/>\n            Related Articles&#13;<br \/>\n            &#13;\n        <\/p>\n<section class=\"article_grid\" wp_automatic_readability=\"35.070093457944\">&#13;<br \/>\n    &#13;<\/p>\n<div class=\"article_grid_single\" wp_automatic_readability=\"34.533333333333\">\n<div>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkImageLink_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/LG-Shop-Time-and-the-Creator-Economy-174105.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"lazy\" src=\"https:\/\/dzceab466r34n.cloudfront.net\/Images\/ArticleImages\/457867-lg-shop-time-ORG.png\"\/><\/a>\n            <\/div>\n<h3>&#13;<br \/>\n                <a id=\"MainContentPlaceHolder_ctl01_ctl00_rptArticles_lnkArticleTitle_0\" href=\"https:\/\/www.streamingmedia.com\/Articles\/Editorial\/Short-Cuts\/LG-Shop-Time-and-the-Creator-Economy-174105.aspx?utm_source=related_articles&amp;utm_medium=gutenberg&amp;utm_campaign=editors_selection\" target=\"_blank\" rel=\"noopener\">LG Shop Time and the Creator Economy<\/a><\/h3>\n<p>&#13;<br \/>\n                Integrated purchasing opportunities and creator content are becoming increasingly prominent elements of the CTV experience. 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Fuse Media\u2019s Karl Meyer, Disney\u2019s Lexi Swift, Spaceback\u2019s Joe Hall, and LG\u2019s Chester Goodson address future prospects for enhanced shoppability in this discussion with moderator Chris Pfaff from Streaming Media Connect 2026. Meeting Users Where They Are Pfaff begins [&hellip;]<\/p>","protected":false},"author":1,"featured_media":9239,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[58],"tags":[],"class_list":["post-9237","post","type-post","status-publish","format-standard","has-post-thumbnail","category-live-session"],"_links":{"self":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/comments?post=9237"}],"version-history":[{"count":0,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/posts\/9237\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media\/9239"}],"wp:attachment":[{"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/media?parent=9237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/categories?post=9237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/paknews.centers.pk\/ur\/wp-json\/wp\/v2\/tags?post=9237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}