Broadpeak launches Click2Cart, letting CTV viewers buy with one remote click
Cesson-Sévigné-based Broadpeak unveiled Click2Cart as the next evolution of its Click2 interactive advertising platform, adding a one-click add-to-cart function to connected TV ads. Viewers can add a product to their online shopping cart during a streaming advertisement with a single click of their existing TV remote. The feature runs across pre-roll, mid-roll and non-linear ad formats including L-Banner, and it introduces new engagement and conversion beacons that track a viewer's path from ad exposure through to purchase. Broadpeak plans to pair Click2Cart with its Spot2Spot ad-replacement and BannersIn2 nonlinear insertion tools to build new inventory across the more than 150 telecom operators it serves worldwide. Omdia principal analyst Paul Erickson said interactive CTV advertising's potential for brands and publishers "has been traditionally limited by challenges such as intuitiveness of user experience and level of performance measurement."
Ad inventory tied to a completed purchase becomes sellable on streaming platforms for the first time, giving publishers and broadcasters a premium tier priced against measurable ecommerce outcomes. Retail media networks and brands gain conversion beacons that track a viewer from ad exposure to completed purchase, the kind of measurement that has so far stayed largely inside the biggest digital advertising platforms. Agencies planning performance campaigns on connected TV can ask partners for that same closed-loop reporting, a step that could pull more direct-response budget into the channel.