{"id":1360,"date":"2026-02-05T16:36:10","date_gmt":"2026-02-05T21:36:10","guid":{"rendered":"https:\/\/www.themediamgroup.com\/blog\/?p=1360"},"modified":"2026-02-05T16:36:12","modified_gmt":"2026-02-05T21:36:12","slug":"shoppable-tv","status":"publish","type":"post","link":"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/","title":{"rendered":"Shoppable TV: qu\u00e9 es y c\u00f3mo est\u00e1 cambiando la publicidad en CTV"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_72 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#%C2%BFQue_es_Shoppable_TV_y_por_que_esta_ganando_protagonismo\" title=\"\u00bfQu\u00e9 es Shoppable TV y por qu\u00e9 est\u00e1 ganando protagonismo?\">\u00bfQu\u00e9 es Shoppable TV y por qu\u00e9 est\u00e1 ganando protagonismo?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#%C2%BFComo_funciona_Shoppable_TV\" title=\"\u00bfC\u00f3mo funciona Shoppable TV?\">\u00bfC\u00f3mo funciona Shoppable TV?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#Beneficios_del_Shoppable_TV_para_las_marcas\" title=\"Beneficios del Shoppable TV para las marcas\">Beneficios del Shoppable TV para las marcas<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#1_Medicion_precisa_del_impacto\" title=\"1. Medici\u00f3n precisa del impacto\">1. Medici\u00f3n precisa del impacto<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#2_Experiencia_inmersiva\" title=\"2. Experiencia inmersiva\">2. Experiencia inmersiva<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#3_Optimizacion_de_la_conversion\" title=\"3. Optimizaci\u00f3n de la conversi\u00f3n\">3. Optimizaci\u00f3n de la conversi\u00f3n<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#4_Personalizacion_dinamica\" title=\"4. Personalizaci\u00f3n din\u00e1mica\">4. Personalizaci\u00f3n din\u00e1mica<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#Casos_de_uso_y_oportunidades_en_Latinoamerica\" title=\"Casos de uso y oportunidades en Latinoam\u00e9rica\">Casos de uso y oportunidades en Latinoam\u00e9rica<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#Por_que_sumar_Shoppable_TV_a_tu_estrategia_omnicanal\" title=\"Por qu\u00e9 sumar Shoppable TV a tu estrategia omnicanal\">Por qu\u00e9 sumar Shoppable TV a tu estrategia omnicanal<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/www.themediamgroup.com\/blog\/connected-tv\/shoppable-tv\/#PowerTV_by_Mediam_donde_el_entretenimiento_se_convierte_en_conversion\" title=\"PowerTV by Mediam: donde el entretenimiento se convierte en conversi\u00f3n\">PowerTV by Mediam: donde el entretenimiento se convierte en conversi\u00f3n<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>La televisi\u00f3n conectada ya no es solo entretenimiento. Hoy, tambi\u00e9n es un espacio donde las marcas <strong>venden, inspiran y generan resultados<\/strong>. Con la llegada del <strong>Shoppable TV<\/strong>, la pantalla grande del hogar se convierte en un canal de conversi\u00f3n directa: <strong>el lugar donde el contenido se transforma en acci\u00f3n.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_Shoppable_TV_y_por_que_esta_ganando_protagonismo\"><\/span><strong>\u00bfQu\u00e9 es Shoppable TV y por qu\u00e9 est\u00e1 ganando protagonismo?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p><strong>Shoppable TV<\/strong> es una modalidad de <strong>publicidad interactiva<\/strong> que permite al espectador comprar productos directamente desde la pantalla mientras disfruta de su contenido favorito.<\/p>\n\n\n\n<p>A diferencia de los anuncios tradicionales, esta experiencia <strong>integra el proceso de compra sin interrumpir el entretenimiento<\/strong>. El usuario puede interactuar mediante su control remoto, escanear un c\u00f3digo QR o continuar la experiencia desde su dispositivo m\u00f3vil.<\/p>\n\n\n\n<p>La clave est\u00e1 en su capacidad de <strong>fusionar la tecnolog\u00eda de Connected TV, los datos de audiencia y el comercio electr\u00f3nico<\/strong>, creando un entorno de <strong>compra sin fricciones<\/strong>, personalizado y en tiempo real.<\/p>\n\n\n\n<p>En un ecosistema donde la atenci\u00f3n es escasa, <strong>Shoppable TV redefine el valor del momento publicitario<\/strong>: convierte la inspiraci\u00f3n en una oportunidad inmediata de compra.<\/p>\n\n\n\n<p><strong>Del awareness a la acci\u00f3n. <\/strong>Shoppable TV es el punto de encuentro entre el contenido y la conversi\u00f3n.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"%C2%BFComo_funciona_Shoppable_TV\"><\/span><strong>\u00bfC\u00f3mo funciona Shoppable TV?<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>A trav\u00e9s de <strong>shoppable ads<\/strong> o interfaces visuales integradas, las marcas pueden mostrar productos clicables o escaneables que redirigen al usuario hacia una tienda o landing espec\u00edfica.<\/p>\n\n\n\n<p>Algunas de las mec\u00e1nicas m\u00e1s utilizadas incluyen:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Banners interactivos<\/strong> que aparecen en escenas relevantes.<\/li>\n\n\n\n<li><strong>Productos destacados<\/strong> cuando el usuario pausa el contenido.<\/li>\n\n\n\n<li><strong>C\u00f3digos QR<\/strong> que conectan directamente con el e-commerce de la marca.<\/li>\n<\/ul>\n\n\n\n<p>En todos los casos, el objetivo es el mismo: <strong>acortar el embudo de conversi\u00f3n<\/strong>. El consumidor pasa de la inspiraci\u00f3n a la acci\u00f3n sin abandonar la experiencia audiovisual.<\/p>\n\n\n\n<p>Este entorno da paso a un nuevo formato: el <strong>contenido shoppable<\/strong>, donde el producto deja de ser parte del decorado y se convierte en una v\u00eda directa hacia la compra.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Beneficios_del_Shoppable_TV_para_las_marcas\"><\/span><strong>Beneficios del Shoppable TV para las marcas<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>El impacto de <strong>Shoppable TV<\/strong> en la publicidad es tangible y medible.<br>Su valor no solo reside en la innovaci\u00f3n del formato, sino en su capacidad de conectar <strong>branding, performance y experiencia de usuario<\/strong> en un solo espacio.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"1_Medicion_precisa_del_impacto\"><\/span><strong>1. Medici\u00f3n precisa del impacto<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Permite rastrear en tiempo real cu\u00e1ntas personas interact\u00faan o completan una compra desde un anuncio.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"2_Experiencia_inmersiva\"><\/span><strong>2. Experiencia inmersiva<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>El espectador permanece dentro del entorno de entretenimiento, lo que incrementa la conexi\u00f3n y evita la disrupci\u00f3n.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"3_Optimizacion_de_la_conversion\"><\/span><strong>3. Optimizaci\u00f3n de la conversi\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Reduce el ciclo tradicional de awareness\u2013inter\u00e9s\u2013acci\u00f3n, generando resultados m\u00e1s r\u00e1pidos y medibles.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"4_Personalizacion_dinamica\"><\/span><strong>4. Personalizaci\u00f3n din\u00e1mica<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Adapta los productos y mensajes mostrados en funci\u00f3n del contexto y las preferencias de cada audiencia. De acuerdo con el <strong>IAB LATAM (2023)<\/strong>, los formatos de <strong>Shoppable media<\/strong> han incrementado en un <strong>37% la tasa de interacci\u00f3n<\/strong> en campa\u00f1as dentro de entornos de CTV.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Casos_de_uso_y_oportunidades_en_Latinoamerica\"><\/span><strong>Casos de uso y oportunidades en Latinoam\u00e9rica<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>El ecosistema latinoamericano avanza r\u00e1pidamente hacia el <strong>shoppable commerce<\/strong>, impulsado por la expansi\u00f3n del streaming y el video bajo demanda.<\/p>\n\n\n\n<p>Plataformas como <strong>ViX<\/strong>, representadas comercialmente por <strong>Mediam by Aleph<\/strong>, ya est\u00e1n explorando <strong>formatos interactivos<\/strong> que integran experiencias de compra dentro del contenido.<\/p>\n\n\n\n<p>Este tipo de estrategias ha demostrado ser especialmente efectivas en verticales como <strong>retail, moda, tecnolog\u00eda y alimentos<\/strong>, donde la inmediatez y la conveniencia definen la decisi\u00f3n de compra.<\/p>\n\n\n\n<p>El <strong>usuario latinoamericano<\/strong> valora poder elegir y comprar sin interrumpir su entretenimiento. Por eso, <strong>Shoppable TV se adapta perfectamente a sus h\u00e1bitos de consumo<\/strong>, conectando lo aspiracional del contenido con la inmediatez del comercio digital.<\/p>\n\n\n\n<p><strong>Donde antes hab\u00eda espectadores, hoy hay compradores activos.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Por_que_sumar_Shoppable_TV_a_tu_estrategia_omnicanal\"><\/span><strong>Por qu\u00e9 sumar Shoppable TV a tu estrategia omnicanal<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Incorporar <strong>Shoppable TV<\/strong> a una estrategia omnicanal significa <strong>cerrar el ciclo de venta en la pantalla m\u00e1s poderosa del hogar<\/strong>.<\/p>\n\n\n\n<p>Cada contenido, cada momento y cada escena pueden convertirse en un punto de venta directo. Adem\u00e1s, este formato permite integrar los objetivos de <strong>branding, performance y experiencia del cliente<\/strong> bajo una narrativa coherente y medible.<\/p>\n\n\n\n<p>En un entorno donde el usuario exige <strong>inmediatez, relevancia y simplicidad<\/strong>, la publicidad interactiva en CTV se consolida como el <strong>nuevo espacio para lograr resultados de negocio<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"PowerTV_by_Mediam_donde_el_entretenimiento_se_convierte_en_conversion\"><\/span><strong>PowerTV by Mediam: donde el entretenimiento se convierte en conversi\u00f3n<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Desde <strong>PowerTV by Mediam<\/strong>, ayudamos a las marcas a aprovechar el potencial del <strong>Shoppable TV<\/strong> dentro de la televisi\u00f3n conectada. Combinamos <strong>inventario premium<\/strong>, <strong>segmentaci\u00f3n avanzada<\/strong>, <strong>tecnolog\u00eda interactiva<\/strong> y <strong>herramientas de medici\u00f3n<\/strong> para construir experiencias que <strong>inspiren, conecten y conviertan<\/strong>.<\/p>\n\n\n\n<p>En el universo del streaming, <strong>cada segundo de atenci\u00f3n cuenta<\/strong>.Y cuando ese momento se transforma en acci\u00f3n, hablamos de <strong>Brandformance en su m\u00e1xima expresi\u00f3n.<\/strong><\/p>\n\n\n\n<p>Si tu marca est\u00e1 lista para dar el siguiente paso, este es el momento de hacerlo.<\/p>\n\n\n\n<p>Descubre m\u00e1s en <a href=\"https:\/\/themediamgroup.com\/\">https:\/\/themediamgroup.com\/<\/a> <\/p>\n\n\n\n<p><strong>Fuentes<\/strong><br><strong>Comscore LATAM (2024)<\/strong> \u2013 <em>State of Streaming Advertising in Latin America<\/em><br><strong>IAB LATAM (2023)<\/strong> \u2013 <em>Estudio de Video Digital 2023<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>La televisi\u00f3n conectada ya no es solo entretenimiento. Hoy, tambi\u00e9n es un espacio donde las marcas venden, inspiran y generan resultados. Con la llegada del Shoppable TV, la pantalla grande del hogar se convierte en un canal de conversi\u00f3n directa: el lugar donde el contenido se transforma en acci\u00f3n. \u00bfQu\u00e9 es Shoppable TV y por [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":1361,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"","ocean_second_sidebar":"","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"","ocean_custom_header_template":"","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"","ocean_menu_typo_font_family":"","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1360","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-connected-tv","entry","has-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.5 - 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