Shoppable TV is far from new, but the ability for people to purchase products from their TV screens is entering a new era. As the pandemic has made QR codes and online shopping more commonplace, shoppable TV is moving beyond the confines of QVC and 1-800 ads.

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“10 years ago, you tried to slap a QR code on any media, and people tried to scan it, and they didn’t know how to download a scanner let alone use it,” said Amie Owen, U.S. head of shopper at UM Worldwide. A decade later, and the QR code has become “the universal language across all audiences.”

Read more in Digiday.