The next stage in smart TV advertising looks a lot like Instagram, with 'shoppable' ads that enable you to buy things directly from the ads you're seeing on your TV - so for example you'll be able to order in pizza while you're enjoying a movie, or order clothes you've seen during a show's sponsored pre-roll.
According to Shaw, we'll see very similar ads to the ones we currently see in our social media feeds. And like those ads, we'll be able to buy directly from them.
Shaw describes 'reducing the sales funnel down to just one click': your TV remote would become a magic wand beckoning burger deliveries and summoning shopping with the absolute minimum of effort by you.
These ads would be targeted based on your viewing data and other personalized information, and could use the same payment details you've already provided to your streaming service: think Amazon's 1-Click but with your remote rather than your phone.
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