The Future of the Infomercial in a Connected TV World

Infomercials have been a staple of television advertising for decades, but with the rise of Connected TV (CTV) and other digital channels, many have questioned whether the infomercial is still relevant in 2023. In this blog post, we’ll take a look at the current state of the infomercial, how it’s adapting to the changing media landscape, and what the future may hold.

The Current State of the Infomercial

While traditional TV infomercials may not be as ubiquitous as they once were, they are far from dead. In fact, according to a recent report from the Electronic Retailing Association (ERA), the infomercial industry generated over $250 billion in sales in 2022, a significant increase from the previous year. This growth is due in part to the continued success of products like the Nutribullet, George Foreman Grill, and other infomercial classics.

However, the way these infomercials are being consumed is changing. Consumers are increasingly turning to streaming services and other digital platforms for their entertainment, and as a result, the infomercial industry is following suit. Many companies are now using social media and other digital channels to reach consumers and promote their products.

The Rise of Connected TV (CTV)

Connected TV, or CTV, refers to television sets that are connected to the internet and allow users to stream content from services like Netflix, Hulu, and Amazon Prime Video. With the growing popularity of CTV, many advertisers are shifting their focus away from traditional TV and towards this new platform.

One of the benefits of CTV advertising is that it allows for more targeted and personalized advertising. Advertisers can use data and analytics to target specific audiences based on factors like age, location, and interests. This can help them reach consumers who are more likely to be interested in their products, and can lead to higher conversion rates.

The Future of the Infomercial

So what does the future hold for the infomercial in a world of CTV? While the infomercial industry may continue to shift towards digital channels, there will likely always be a place for long-form advertising on TV. According to the ERA report, TV infomercials still account for the majority of infomercial sales, and many consumers still prefer to watch product demonstrations and learn about new products through this medium.

As the industry continues to evolve, we may see more infomercials that are specifically designed for CTV and other digital channels. These infomercials may be shorter and more targeted than their TV counterparts, and may incorporate interactive elements like quizzes and polls to engage viewers.

Conclusion

While the infomercial may be evolving, it’s far from dead. As the industry adapts to the changing media landscape, we’re likely to see more infomercials that are specifically designed for digital channels like CTV. However, TV infomercials will likely continue to be a major player in the industry, and the most successful infomercials will be those that can adapt to both traditional and digital platforms.

Author

  • Jim Warren

    Jim Warren began his professional career in the television and production industry working in Southern California where he discovered that he had a natural sales talent. Combining this talent with his love of film and video production, he built (and eventually sold) the largest infomercial production company of its day. Jim learned how the direct-response industry is an effective training ground for an analytical thinker who loves measured marketing and business metrics. With today’s focus on accountable marketing and online media, those lessons provided him with the advanced insight and skills needed for today’s online metric-driven business model. Connect with Jim Warren on LinkedIn

    jwarren@infomercial.com Warren Jim