{"id":1236,"date":"2026-07-28T20:43:35","date_gmt":"2026-07-28T23:43:35","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1236"},"modified":"2026-07-28T20:43:35","modified_gmt":"2026-07-28T23:43:35","slug":"shoppable-tv-brasil","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/shoppable-tv-brasil\/","title":{"rendered":"Shoppable TV Brasil: a Nova Corrida Bilion\u00e1ria da CTV"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><!-- METADADOS YOAST (colar nos campos do plugin, n\u00e3o no corpo) --><br>\n<!--\n  T\u00cdTULO SEO: Shoppable TV Brasil: a Nova Corrida Bilion\u00e1ria da CTV\n  SLUG: shoppable-tv-brasil\n  META DESCRIPTION: FOX, Walmart e Amazon investem bilh\u00f5es em CTV e com\u00e9rcio conectado. Entenda o que \u00e9 Shoppable TV Brasil e por que o mercado j\u00e1 est\u00e1 avan\u00e7ando.\n  PALAVRA-CHAVE FOCO: Shoppable TV Brasil\n  ALT TEXT IMAGEM DESTAQUE: Shoppable TV Brasil, tela de TV conectada com \u00edcone de compra integrado ao an\u00fancio\n--><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- ENGLISH SUMMARY (inserir antes do H1) --><\/p>\n\n\n\n<div style=\"border-left:3px solid #b03a2e; margin-bottom:2rem; background:#141414;\">\n  <button onclick=\"var c=this.nextElementSibling;var a=this.querySelector('.nl-arrow');c.style.display=c.style.display==='block'?'none':'block';a.style.transform=c.style.display==='block'?'rotate(180deg)':'rotate(0deg)';\"\n          style=\"width:100%;display:flex;align-items:center;justify-content:space-between;gap:1rem;padding:0.9rem 1.5rem;background:none;border:none;cursor:pointer;text-align:left;\">\n    <div>\n      <span style=\"font-size:0.65rem;letter-spacing:0.22em;text-transform:uppercase;color:#e8724a;display:block;margin-bottom:0.3rem;\">English summary<\/span>\n      <span style=\"font-size:0.95rem;font-weight:500;color:#f4f1eb;font-family:'DM Sans',sans-serif;\">Shoppable TV Brazil: The $22 Billion War Is Really About the Checkout<\/span>\n    <\/div>\n    <span class=\"nl-arrow\" style=\"color:#e8724a;font-size:0.8rem;flex-shrink:0;transition:transform 0.2s;\">&#9660;<\/span>\n  <\/button>\n  <div style=\"display:none;padding:0 1.5rem 1.2rem;\">\n    <p style=\"font-size:0.9rem;color:#c8c4bc;font-weight:300;line-height:1.75;margin:0;\">Three billion-dollar moves just redefined what television is worth. FOX agreed to buy Roku for 22 billion dollars, uniting its content with Roku&#8217;s connected TV distribution and first-party data. Walmart acquired CTV ad platform Vibe.co for around 1.4 billion dollars, adding it to its Vizio-powered Walmart Connect ecosystem. Amazon kept building its own commerce-to-screen stack instead of buying it. Different paths, same destination: turning the television screen into a checkout. Brazil is entering this race with real momentum. Retail media here reached 4.8 billion reais in 2025, up 37 percent, and 66 percent of CTV viewers already recall QR-code ads. Soul TV is building shoppable architecture from day one, and MadMix designs the strategy connecting manufacturers, OTT platforms, retailers and advertisers into one ecosystem.<\/p>\n  <\/div>\n<\/div>\n\n\n\n<p class=\"wp-block-paragraph\"><!-- CORPO DO ARTIGO --><\/p>\n\n\n\n<h1 class=\"wp-block-heading\">Shoppable TV Brasil: a Guerra dos US$ 22 Bilh\u00f5es N\u00e3o \u00e9 Sobre Tela, \u00e9 Sobre Checkout<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">O Shoppable TV Brasil deixou de ser tend\u00eancia distante. Em poucas semanas, tr\u00eas movimentos bilion\u00e1rios mudaram a l\u00f3gica da televis\u00e3o global. Primeiro, a FOX pagou US$ 22 bilh\u00f5es pela Roku. Em seguida, o Walmart comprou a Vibe.co para refor\u00e7ar seu ecossistema de CTV. Enquanto isso, a Amazon seguiu construindo sua pr\u00f3pria infraestrutura de ponta a ponta. No entanto, todos esses caminhos levam a um \u00fanico destino: transformar a tela da TV em um balc\u00e3o de vendas.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por Que US$ 22 Bilh\u00f5es Escolheram o Checkout<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Durante d\u00e9cadas, a televis\u00e3o vendeu audi\u00eancia. Hoje, ela vende convers\u00e3o. Por isso, cada movimento recente do mercado aponta na mesma dire\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Em junho de 2026, a FOX fechou acordo para comprar a <a href=\"https:\/\/www.foxcorporation.com\/news\/corp-press-releases\/2026\/fox-corporation-to-acquire-roku-inc\/\">Roku por US$ 160 por a\u00e7\u00e3o<\/a>, avaliando a empresa em cerca de US$ 22 bilh\u00f5es. Al\u00e9m disso, o neg\u00f3cio une o cat\u00e1logo de esportes e entretenimento da FOX, incluindo o Tubi, \u00e0 base de mais de 100 milh\u00f5es de lares conectados da Roku. Adicionalmente, a transa\u00e7\u00e3o tamb\u00e9m traz os dados prim\u00e1rios da plataforma.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Poucos dias depois, o Walmart anunciou a compra da Vibe.co, plataforma de publicidade em CTV voltada a pequenas e m\u00e9dias empresas. Segundo o Wall Street Journal, o valor da transa\u00e7\u00e3o gira em torno de US$ 1,4 bilh\u00e3o. Al\u00e9m disso, a aquisi\u00e7\u00e3o soma-se \u00e0 Vizio, j\u00e1 controlada pelo Walmart, e refor\u00e7a o Walmart Connect, sua unidade de retail media.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Enquanto isso, a Amazon seguiu outro caminho. Em vez de comprar, construiu. Afinal, a empresa j\u00e1 controla praticamente toda a cadeia: conte\u00fado, dispositivo, dados e checkout. Al\u00e9m disso, expande o alcance por meio de parcerias com Samsung e Comcast.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">As Cinco Camadas que Valem Bilh\u00f5es<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Existem cinco ativos que definem quem lidera essa nova ind\u00fastria: distribui\u00e7\u00e3o, identidade do usu\u00e1rio, tecnologia publicit\u00e1ria, camada de com\u00e9rcio e mensura\u00e7\u00e3o fechada entre an\u00fancio e compra.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A Amazon venceu essa equa\u00e7\u00e3o porque controla quase toda a cadeia internamente. Por outro lado, a FOX comprou a distribui\u00e7\u00e3o que lhe faltava. Da mesma forma, o Walmart somou tecnologia e hardware \u00e0 for\u00e7a que j\u00e1 tinha no varejo f\u00edsico e digital.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Cada empresa partiu de um ponto diferente. Por\u00e9m, todas chegaram \u00e0 mesma conclus\u00e3o: construir, comprar ou fazer parceria, sempre unindo essas cinco camadas em um \u00fanico ecossistema.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Shoppable TV Brasil J\u00e1 \u00e9 Realidade<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No Brasil, o com\u00e9rcio conectado j\u00e1 saiu do papel. Por exemplo, o YouTube trouxe o Shoppable CTV ao pa\u00eds ainda no fim de 2025, permitindo a compra direta a partir do an\u00fancio na tela grande. Segundo <a href=\"https:\/\/www.meioemensagem.com.br\/midia\/quais-sao-as-previsoes-para-a-tv-conectada-em-2026\">levantamento publicado pela Meio &amp; Mensagem<\/a>, 66% dos usu\u00e1rios de CTV recordam ter visto an\u00fancios com QR Code, com alta predisposi\u00e7\u00e3o a escanear o c\u00f3digo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Os n\u00fameros do mercado confirmam a tend\u00eancia. De acordo com o <a href=\"https:\/\/www.conversion.com.br\/blog\/iab-brasil-publicidade-digital-42-bilhoes-2025\/\">IAB Brasil<\/a>, o <a href=\"https:\/\/madmix.tv.br\/blog\/retail-media-tv-conectada\/\">retail media<\/a> somou R$ 4,8 bilh\u00f5es em investimento no pa\u00eds em 2025, crescimento de 37% sobre o ano anterior. Al\u00e9m disso, o v\u00eddeo j\u00e1 lidera a distribui\u00e7\u00e3o da verba digital brasileira, com 49% de participa\u00e7\u00e3o.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Portanto, o Shoppable TV Brasil n\u00e3o depende mais de prova de conceito. Ele j\u00e1 move bilh\u00f5es e, assim, cresce mais r\u00e1pido do que a m\u00e9dia do mercado publicit\u00e1rio nacional.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Onde a MadMix e a Soul TV Entram Nessa Corrida<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 exatamente nesse cen\u00e1rio que o Brasil ocupa uma posi\u00e7\u00e3o estrat\u00e9gica. Enquanto gigantes globais investem dezenas de bilh\u00f5es de d\u00f3lares para unir as cinco camadas, a Soul TV j\u00e1 nasce com arquitetura pensada para essa converg\u00eancia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mais do que uma plataforma FAST, a Soul TV re\u00fane distribui\u00e7\u00e3o em Smart TVs, canais lineares, interatividade, publicidade din\u00e2mica e recursos de Shoppable TV, com integra\u00e7\u00e3o a e-commerce. Ainda assim, existem pontos a amadurecer, como identidade unificada do usu\u00e1rio e atribui\u00e7\u00e3o determin\u00edstica em larga escala. No entanto, a dire\u00e7\u00e3o estrat\u00e9gica j\u00e1 est\u00e1 definida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 a\u00ed que a MadMix encontra seu papel. Enquanto uns compram empresas bilion\u00e1rias e outros constroem tecnologia por anos, existe uma terceira via: desenhar a arquitetura da <a href=\"https:\/\/madmix.tv.br\/blog\/convergencia-de-telas\/\">converg\u00eancia entre telas<\/a>. Assim, a MadMix conecta fabricantes de TV, plataformas OTT, canais FAST, emissoras, varejistas e anunciantes em um \u00fanico ecossistema de valor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclus\u00e3o<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A pergunta que moveu US$ 22 bilh\u00f5es na aquisi\u00e7\u00e3o da Roku n\u00e3o pertence s\u00f3 \u00e0s gigantes americanas. Na verdade, ela vale para qualquer empresa que queira competir na pr\u00f3xima gera\u00e7\u00e3o da m\u00eddia brasileira: o que voc\u00ea j\u00e1 tem, o que precisa construir e o que faz sentido comprar ou integrar.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A televis\u00e3o j\u00e1 foi digitalizada pelo consumidor. Agora, ela est\u00e1 sendo digitalizada como modelo de neg\u00f3cio. Portanto, quem enxergar a TV apenas como canal de distribui\u00e7\u00e3o de v\u00eddeo vai continuar olhando para tr\u00e1s.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Quer estruturar sua estrat\u00e9gia de Shoppable TV Brasil e capturar essa nova receita? Ent\u00e3o, fale com a <a href=\"https:\/\/wa.me\/5511950212511\">MadMix<\/a> e descubra como conectar conte\u00fado, publicidade e com\u00e9rcio em uma \u00fanica experi\u00eancia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Shoppable TV Brazil: The $22 Billion War Is Really About the Checkout &#9660; Three billion-dollar moves just redefined what television is worth. FOX agreed to buy&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1241,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_ppma_block_editor_authors":""},"categories":[4],"tags":[],"ppma_author":[121],"class_list":["post-1236","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-monetizacao"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Shoppable TV Brasil: a Nova Corrida Bilion\u00e1ria da CTV &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"FOX, Walmart e Amazon investem bilh\u00f5es em CTV e com\u00e9rcio conectado. 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