Consumers are increasingly willing to buy products directly from their TVs, and why wouldn’t they be? It’s entertaining and frictionless. However, what ultimately drives engagement with commerce-enabled ads isn’t the experience itself but the tangible benefit these ads offer to streamers.
That’s one key finding of a nationwide survey of Roku and non-Roku streamers conducted jointly by Roku, Dentsu’s New Stream Media and Luth Research. Whether they’re getting exclusive offers, time savings, or personalized product recommendations, we found viewers are far more likely to act when they feel they’re getting something meaningful in return.
“Being named a preferred CTV partner by Dentsu reinforces the power of Roku’s platform to deliver both performance and brand impact,” said Sal Candela, VP Global Agency Partnerships, Roku. “Together with Dentsu, we’re showing that shoppable experiences on the biggest screen in the home can drive real results—from building brand equity to inspiring immediate action. For marketers, the message is clear: with Roku, the future of TV is actionable.”
Below we highlight a few of our detailed findings.
Personalized commerce wins
Today’s viewers expect advertising to be personal, and they reward brands that get it right. Seventy-two percent of respondents said they pay more attention to ads that reflect their interests and shopping habits. And 71% are more engaged by ads for brands they’ve previously purchased.
Plus, when the experience feels like a natural extension of the content they’re streaming—especially in categories like apparel and consumer electronics—viewers don’t just watch. They lean in. Nearly half of respondents said they’re more likely to notice ads that let them buy products featured in movies, shows, or live events.
This is where Roku’s platform and our network of retail media partners can help brands capitalize. With access to real shopper-level data, we can help advertisers deliver personalized campaigns that resonate with audiences.
Personalization alone may not cut it
While relevance is critical to shoppable ads, it may not be enough to break through with viewers. While 83% of viewers say they value personalized ads based on shopping behavior, only 34% say they’re likely to actually pay attention to them.
Personalization opens the door, but it’s not what keeps viewers interested. Ads that couple relevance with utility, entertainment, or interactivity are more likely to move the needle.
Value drives engagement in shoppable TV
What kind of utility matters most to streamers? More than half of viewers say they pay attention to ads that help them discover what to watch or enable interactive shopping experiences. These immersive formats don’t just generate engagement—they build brand equity.
And conversions are more likely when the value exchange is clear. Specifically, free delivery was the top driver of direct-from-TV shopping, cited by 52% of respondents. That was followed by coupons (48%), loyalty rewards (32%), and streaming-specific rewards like free movie rentals (30%). These incentives reduce friction, add urgency, and help push viewers from passive interest to active intent.
“It’s not just about making products clickable—we must create experiences that resonate and solve real needs,” said Jeffrey Bustos, SVP, Retail Media Analytics, Merkle. “Shoppable TV ads have immense potential to drive engagement and conversion, but to scale, they must deliver clear value to consumers.”
Even when viewers don’t click or buy right away, immersive ad formats leave a lasting impression. Interactive shoppable ads deliver a 58% lift in unaided brand recall compared to standard video formats. In a fragmented streaming world, that kind of breakthrough matters.
When it comes to building shoppable ads that resonate, brands don’t need to do it alone. By working with a partner like Roku, marketers can turn passive viewing into an active shopping experience, create meaningful connections with audiences and drive measurable results.
Ready to dive in?
Download the full report from Roku + Dentsu now!