Telly, a startup offering free smart TVs, has launched an innovative shoppable ad format during a recent NCAA Men's Basketball Tournament. Partnering with TheTake, the company tested how viewers interacted with ads on its second screen feature. The results indicated that engagement with Telly's shoppable ads was over three times that of conventional CTV ads, and as audiences became familiar with the format, engagement rates doubled. Insights from the test suggest that most viewers who interacted with the ads went on to select products, marking a shift towards deeper engagement in advertising.
"We had a thesis that awareness would shift engagement, and that's exactly what we saw. It wasn't passive shopping-this was deep engagement. Once people started browsing, the vast majority selected a product and requested more information."
"The format, which appears on Telly's second screen, lets viewers browse and toggle through products without interrupting live programming, leading to over three times higher engagement than standard ads."
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