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Shoppable TV: Cool Tech, Wrong Problem

Skip Buffering
May 1, 2025
in Advertising, Business, Industry, Insights, News, Technology
Reading Time: 5 mins read
1
Shoppable TV: Cool Tech, Wrong Problem

Here’s a hot one for Upfront/NewFront season: shoppable TV. Again.

Every spring, we dust off the QR codes, polish up the “click to buy” overlays, and act like this time, consumers are finally ready to impulse-purchase a $395 blazer off their TV screen. Because, you know, technology.

And look, the tech is cool. Truly. But let’s ask the one question no one in these rooms seems brave enough to say out loud:

Do viewers actually want this?

Spoiler: No. Not really.

TV Isn’t How We Shop — Phones Are

Shopping is muscle memory, and that muscle is mobile. See something you like? You’re already reaching for your phone — not a TV remote. And that’s not changing.

Interactive overlays on TV screens don’t make the experience easier. They add friction. They interrupt the lean-back flow with awkward calls to action that don’t match how people behave.

The truth? Most people don’t want to shop on their TVs. So why are we still building like they do?

Stop Pushing Products — Start Solving Problems

Here’s the twist: the tech isn’t the problem. In fact, the infrastructure behind shoppable TV — interactive layers, real-time triggers, engagement tracking — is incredibly valuable.

We’re just aiming it at the wrong thing.

Let’s stop using this tech to push handbags and start using it to solve real problems. The same interactive tools can be used to boost retention, drive loyalty, gamify content, and make viewers feel like participants instead of just passive eyeballs.

Here are five smarter ways to use the exact same tech:

1. “Watch & Win” Loyalty Rewards

What it is:

Viewers earn points by watching shows — binge a series, catch a premiere, stick through a full movie? You score. Redeem those points for discounts, merch, or exclusive content.

How it uses the tech:

Same tracking tech used to monitor viewing and engagement. Same overlay prompts. Instead of “Buy Now,” it’s “Congrats, you earned 100 points — tap to redeem.”

Why it works:

It rewards attention, not transactions. Builds habits, boosts retention, and makes people feel valued.

Everybody wins.

2. Real-Time Trivia + Prediction Games

What it is:

Watching a game, award show, or live finale? Viewers play along in real time — “Who wins MVP?” “Who gets eliminated?” Points, badges, or perks for correct answers.

How it uses the tech:

Interactive prompts + user input + real-time feedback. Same infrastructure used in “shoppable” overlays.

Why it works:

Turns passive viewers into active participants. Keeps people glued to the screen.

Everybody wins.

3. Audience Polling & Feedback Moments

What it is:

Quick polls during shows or ads — “Which character should’ve been fired?” “Rate this ad: Fire or flop?” Tie it into programming decisions or unlock special perks.

How it uses the tech:

On-screen prompts with remote/mobile response, tied to backend analytics. It’s literally the same flow as “click to buy.”

Why it works:

Makes the audience feel heard, gives networks real-time feedback, and opens new ways for advertisers to measure impact.

Everybody wins.

4. Unlockable Bonus Content

What it is:

Watch a whole series or complete weekly challenges and unlock extra content: deleted scenes, behind-the-scenes, alternate endings — like DVD extras, but earned.

How it uses the tech:

Engagement tracking + user authentication + reward triggers. Exactly what’s powering loyalty mechanics in retail.

Why it works:

Incentivizes completion, drives deeper fandom, and gives long-tail content more life.

Everybody wins.

5. Gamified “Predict the Plot” Engines

What it is:

Before the next episode, viewers make predictions — who dies, who cheats, who saves the day. Get it right? Earn digital trophies, bragging rights, or even unlock prizes.

How it uses the tech:

Overlay interaction + choice input + content-aware triggers — all sitting on the same tech stack used for “Add to Cart.”

Why it works:

Adds stickiness, sparks social buzz, and gets people back each week.

Everybody wins.

Final Word

Interactive TV tech is dope. Let’s just stop pretending that “Buy Now” is the most compelling thing we can do with it.

Use it for loyalty. Use it for fun. Use it to build relationships, not friction.

Because right now, we’re not short on innovation — we’re just short on intention.

So let’s stop wasting breakthrough tech on features no one asked for, and start building experiences people actually come back for.

The tech is ready. Now it’s time for the strategy to catch up.

Tags: advertising innovationconnected TVgamificationinteractive tvnewfronts 2025shoppable TVstreaming engagementtv commercetv loyalty programstv techtv user experienceviewer engagement
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Comments 1

  1. Frank van Oirschot says:
    3 weeks ago

    Hi Skip —

    You nailed it. Remote-based interactivity rarely delivers the kind of UX people actually want — especially when there’s a purchase involved. But we’ve seen a lot of traction with hybrid formats: lean-back on the big screen, lean-forward on mobile. That second-screen layer is where the real engagement happens — conversations, gamification, even transactions.

    At Ex Machina, we’ve spent the last decade building custom interactive formats for clients like NBC, Prime Video, EA, Twitch, and others. One takeaway? Simpler tends to win. (We once built a Game of Thrones watch-along with full gamification… let’s just say that one didn’t make the Iron Throne.)

    That experience led us to create Livery — a platform for live interactive video that combines synced low-latency streams with features like live commerce, AI-driven captions, and multilingual support. It’s all built for scale, speed, and smart engagement.

    We’re betting big on personalized commerce and AI-led gamification becoming core to future monetization models — especially in hybrid video environments.

    Would love to trade ideas if you’re game.

    – Frank
    frank@liveryvideo.com
    https://www.linkedin.com/in/frankvanoirschot/

    Reply

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