target audience: TECH BUYER Publication date: Feb 2023 - Document type: IDC Perspective - Doc Document number: # US50291923
The Convergence of Media and Retail Use Cases
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Abstract
This IDC Perspective features the convergence of media and retail use cases. The concept of home entertainment, automation, shoppable ads, and ecommerce convergence has been debated for years without resolution. The reasons are many but primarily resulting from the lack of a "feasible" centralized user interface that combines all of these applications and use cases. The problem always stemmed from vertical industry vendors trying to apply their approach across various industry ecosystems and platforms typically coming in at much higher price points without true business cycle compliance. CTV being at the center of the home entertainment focal point provides us with another opportunity to get this right at the right price with the right business cycle processes that close the ROI loop. If the use cases within this document prove to be successful, this will be the catalyst for CTV to grow significantly and establish itself as the central UI for everything in the home.
"CTV streaming, IoT, ecommerce, and shoppable advertising in partnership with major retailers represent an important and growing channel for advertisers and merchants. This recent development creates tremendous opportunity for retailers and advertisers to reach audiences that were not reachable on traditional linear TV," said Alex Holtz, research director, Worldwide Media and Entertainment Digital Strategies at IDC. "As audiences continue to move toward streaming channels, advertisers can connect with customers where they are already spending time, shortening the distance from discovery and inspiration to purchase."