{"id":1378,"date":"2026-10-16T11:22:49","date_gmt":"2026-10-16T14:22:49","guid":{"rendered":"https:\/\/madmix.tv.br\/blog\/?p=1378"},"modified":"2026-10-16T11:31:32","modified_gmt":"2026-10-16T14:31:32","slug":"shoppable-tv-entretenimento","status":"publish","type":"post","link":"https:\/\/madmix.tv.br\/blog\/shoppable-tv-entretenimento\/","title":{"rendered":"Shoppable TV: a Hora Certa da Compra no Entretenimento"},"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: a Hora Certa da Compra no Entretenimento\n  SLUG: shoppable-tv-entretenimento\n  META DESCRIPTION: Shoppable TV funciona quando a oferta respeita o ritual de entretenimento. Veja dados, contextos de consumo e como marcas podem vender sem interromper.\n  PALAVRA-CHAVE FOCO: shoppable TV\n  ALT TEXT IMAGEM DESTAQUE: Fam\u00edlia assistindo TV na sala com oferta de shoppable TV discreta na tela\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: The Right Moment to Buy Within the Entertainment Ritual<\/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;\">Shoppable TV lets viewers access products and start a purchase from the screen. Its success depends on timing and context, not only on the clock. Dinner, a football match and a late movie call for very different offers. Research shows the appetite is real: 66 percent of Brazilian CTV users recall ads with QR codes, according to LG Electronics Brazil, and 60 percent of US viewers would save payment details on their TV, per LG Ad Solutions. Still, habit is not purchase intent. A football fan may not want a jersey. Brands should treat each consumption situation as a hypothesis, test it with data and listen to viewers. The best offers feel like a discreet invitation, never an interruption. Entertainment remains the reason people watch, and commerce must earn its place in that experience.<\/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: a Hora Certa da Compra no Entretenimento<\/h1>\n\n\n\n<p class=\"wp-block-paragraph\">A <strong>shoppable TV<\/strong> nasce de uma pergunta simples: quando uma oferta faz sentido para quem assiste? A resposta n\u00e3o est\u00e1 s\u00f3 no rel\u00f3gio. Est\u00e1 no ritual.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A fam\u00edlia se re\u00fane para um reality. Os amigos chegam para o futebol. Depois do trabalho, algu\u00e9m escolhe um filme para descansar. Cada cena traz expectativas e n\u00edveis de aten\u00e7\u00e3o diferentes. Por isso, a mesma oferta pode soar \u00fatil em um momento e invasiva no outro.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Por que a shoppable TV aparece agora<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A TV conectada j\u00e1 faz parte da vida do brasileiro. Segundo a <a href=\"https:\/\/www.meioemensagem.com.br\/midia\/quais-sao-as-previsoes-para-a-tv-conectada-em-2026\">Comscore, citada pelo Meio &amp; Mensagem<\/a>, metade dos brasileiros consome conte\u00fado em CTV (Connected TV, ou TV conectada). Al\u00e9m disso, a LG Electronics do Brasil afirma que 66% dos usu\u00e1rios de CTV lembram de ter visto an\u00fancios com QR Code. Ou seja, o p\u00fablico j\u00e1 conhece o gesto de transformar a tela em ponto de partida.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O espectador tamb\u00e9m n\u00e3o assiste de forma passiva. Uma pesquisa da <a href=\"https:\/\/www.tvscientific.com\/insight\/consumer-trends-in-2026\">tvScientific com consumidores americanos<\/a> mostra que 78% navegam em redes sociais durante a programa\u00e7\u00e3o. Outros 69% compram online enquanto a TV est\u00e1 ligada. Portanto, a segunda tela j\u00e1 funciona como carrinho de compras. A oportunidade est\u00e1 em aproximar esse impulso do pr\u00f3prio conte\u00fado.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Contexto vale mais que hor\u00e1rio<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">No artigo \u201cNoite, ritual e marcas: uma matriz de usos de realities ao vivo\u201d, Marcelo F. Sestini prop\u00f5e olhar o entretenimento pelas situa\u00e7\u00f5es de consumo. Assistir ao jantar, acompanhar uma elimina\u00e7\u00e3o em grupo ou checar o conte\u00fado pelo celular s\u00e3o experi\u00eancias distintas. Isso vale mesmo quando o programa \u00e9 o mesmo.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Pense em uma oferta de comida \u00e0s sete da noite. Para quem decide o jantar, ela resolve um problema. Para quem acabou de comer, vira ru\u00eddo. O rel\u00f3gio \u00e9 igual, mas a necessidade muda.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Durante uma partida entre amigos, uma a\u00e7\u00e3o de petiscos combina com a ocasi\u00e3o. Em um programa de gastronomia, o interesse pode estar no ingrediente ou no utens\u00edlio. J\u00e1 em uma cena decisiva de filme, at\u00e9 um produto relevante chega na hora errada. Assim, a shoppable TV precisa ler a rotina da casa e a cena na tela ao mesmo tempo.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como a shoppable TV pode convidar sem interromper<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A proposta vai al\u00e9m de colocar um bot\u00e3o sobre o v\u00eddeo. Ela aproxima a curiosidade da a\u00e7\u00e3o: conhecer o produto do apresentador, consultar a camisa do time ou acessar uma oferta ligada ao conte\u00fado. Al\u00e9m disso, o convite pode vir discreto, acionado pelo controle remoto ou pelo celular, com a op\u00e7\u00e3o de salvar o item para depois.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">O que motiva o clique? Segundo a <a href=\"https:\/\/businesswire.com\/news\/home\/20250311583390\/en\/5800966\/The-Shoppable-TV-Report-2025-and-Beyond-%E2%80%93-How-Consumers-Are-Driving-the-Next-Wave-of-Shoppable-TV-Innovation\">LG Ad Solutions<\/a>, descontos e promo\u00e7\u00f5es lideram, com 57% das men\u00e7\u00f5es entre espectadores americanos. Caracter\u00edsticas do produto aparecem em 42% e demonstra\u00e7\u00f5es de uso em 36%. Ainda assim, 60% dos entrevistados salvariam dados de pagamento na TV para um checkout r\u00e1pido. Quando o convite \u00e9 relevante e simples, o atrito cai.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">H\u00e1bito n\u00e3o \u00e9 inten\u00e7\u00e3o de compra<\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Quem acompanha futebol nem sempre quer uma camisa. Quem assiste a gastronomia pode buscar s\u00f3 divers\u00e3o, sem vontade de cozinhar. O pr\u00f3prio texto de Sestini trata essas associa\u00e7\u00f5es como hip\u00f3teses a investigar. A mesma cautela vale para a shoppable TV.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Por isso, uma opera\u00e7\u00e3o integrada ao com\u00e9rcio pode testar cada hip\u00f3tese. Basta acompanhar o percurso entre exibi\u00e7\u00e3o, intera\u00e7\u00e3o e compra. Pesquisas com espectadores completam o quadro, porque revelam o que os n\u00fameros sozinhos n\u00e3o explicam: conveni\u00eancia, inc\u00f4modo e percep\u00e7\u00e3o de valor.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Uma vitrine que respeita a casa<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Transformar TVs conectadas em vitrines exige sensibilidade. H\u00e1 momentos de aten\u00e7\u00e3o compartilhada, descanso, celebra\u00e7\u00e3o e concentra\u00e7\u00e3o. Quem ignora isso perde a confian\u00e7a do p\u00fablico.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Essa l\u00f3gica conversa com o que j\u00e1 discutimos sobre <a href=\"https:\/\/madmix.tv.br\/blog\/canais-fast-no-brasil\/\">canais FAST no Brasil<\/a>: sem entender o comportamento do usu\u00e1rio, a monetiza\u00e7\u00e3o n\u00e3o acontece. O mesmo vale para a <a href=\"https:\/\/madmix.tv.br\/blog\/cloud-gaming-no-brasil\/\">nova camada interativa das telas conectadas<\/a>.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A shoppable TV ganha for\u00e7a quando a marca entende o ritual e oferece uma boa raz\u00e3o para agir naquele momento. Se voc\u00ea quer estruturar essa estrat\u00e9gia no Brasil, <a href=\"https:\/\/wa.me\/5511950212511\">fale com a MADMIX<\/a>. Ajudamos marcas, publishers e operadoras a unir conte\u00fado, dados e com\u00e9rcio sem perder a confian\u00e7a da audi\u00eancia.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>English summary Shoppable TV: The Right Moment to Buy Within the Entertainment Ritual &#9660; Shoppable TV lets viewers access products and start a purchase from the screen. Its&#8230;<\/p>\n","protected":false},"author":2,"featured_media":1383,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_ppma_block_editor_authors":"{\"authors\":[121],\"author_categories\":{\"121\":\"1\"},\"fallback_author_user\":\"1\",\"ppma_author_box_select\":\"\",\"selected_authors\":[{\"id\":121,\"display_name\":\"Ricardo Godoy\",\"is_guest\":0,\"category_id\":\"1\"}]}"},"categories":[3,5,4],"tags":[125,25,240,23,241,184,28],"ppma_author":[121],"class_list":["post-1378","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ctv-brasil","category-estrategia","category-monetizacao","tag-comscore","tag-ctv","tag-qr-code","tag-retail-media","tag-segunda-tela","tag-t-commerce","tag-tv-conectada"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Shoppable TV: a Hora Certa da Compra no Entretenimento &#8226; MADMIX<\/title>\n<meta name=\"description\" content=\"Shoppable TV funciona quando a oferta respeita o ritual de entretenimento. Veja dados, contextos de consumo e como marcas podem vender sem interromper.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/madmix.tv.br\/blog\/shoppable-tv-entretenimento\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Shoppable TV: a Hora Certa da Compra no Entretenimento &#8226; MADMIX\" \/>\n<meta property=\"og:description\" content=\"Shoppable TV funciona quando a oferta respeita o ritual de entretenimento. 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