CTV Interaction With Viewers Is Poised for Growth: Molocos Jake Richardson Beet.TV [Video]

SANTA MONICA, Calif. – Smartphones became major drivers of ecommerce with high-touch interactions and portability that augmented the experience of online shopping. Connected televisions are similarly transactional with remote controls and QR codes that viewers scan with their camera phones, though consumer adoption is still questionable.

“We’re in literally the first inning, not to use a sports metaphor, but literally the first inning of performance television,” Jake Richardson, head of connected television at Moloco, said in this interview at the Beet Retreat Santa Monica with Beet.TV contributor Rob Williams.

“The dust hasn’t fully settled on what marketers want. You can use a QR code, but QR code scan rates are one-tenth of click-through rates, which are one one-hundredth of view rates,” Richardson said. “It’s very hard to drive a conversion that way.”

CTV also faces competition from online powerhouses such as Google, Facebook and Amazon that get the most credit for a conversion.

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