SXSW 2024

Shoppable TV - Fad or Future?


The promise of merging television and e-commerce represents a significant opportunity to reduce friction on the path to purchase. However, is Shoppable TV merely a passing fad, a golden goose, or does it signal a more profound shift in consumer TV viewing and shopping habits? Our panel examines the potential of the future of TV, while dissecting current challenges, to provide insights into its long-term viability.

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  1. The future is now as streaming giants like Peacock, Roku and Walmart are innovating to bring shoppable ads to consumers now.
  2. Shifting consumer behaviors is half the battle, retraining viewers is a core challenge to the industry.
  3. Don’t wait and see. Test the technology that currently exists (QR codes, dynamic messaging) to accelerate your approach to fully shoppable TV.


  • Lance Wolder, Head of Marketing and Strategy, PadSquad
  • Julian Zilberbrand, EVP Advanced Media, Paramount
  • Rachel Tipograph, Founder & CEO, MikMak


Lance Wolder, Head Of Marketing And Strategy, PadSquad

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Track 2
  • Level: Intermediate

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