Fashion brands push connected TV beyond awareness toward measurable commerce actions

ABFRL, Uniqlo, Libas and Adidas are using connected TV campaigns to drive QR scans, site visits and app downloads, seeking clearer performance signals from premium-screen advertising even as transactions remain largely mobile-led.

— Source publishedTue, 28 Jul, 2026, 12:23 IST·First seen Tue, 28 Jul, 2026, 14:26 IST·Source ET Brand Equity

What happened

Aditya Birla Fashion and Retail (ABFRL) · Indian fashion marketers including ABFRL, Uniqlo and Libas are using connected TV to link brand storytelling with

Key facts

  • Digital accounts for about 60% of Uniqlo's marketing expenditure
  • Adidas' FIFA World Cup campaign generated 141 times the median World Cup ad engagement
  • Search-to-site visits fell 22% in the past year

Why this matters

Prioritize partnerships or acquisitions in CTV measurement, QR-to-app journey orchestration and cross-device attribution, where fashion advertisers need proof that storytelling drives digital demand.

What to watch

  • Major Indian streaming platforms or smart-TV OEMs launch standardized QR/deep-link ad units with verified engagement reporting.
  • Fashion advertisers disclose CTV-assisted app installs, new-customer acquisition costs or incrementality results that outperform comparable digital video.
  • Retail media networks, marketplaces or payment apps begin matching CTV exposure to purchase cohorts within privacy-compliant clean rooms.
  • QR scan-to-app-open and app-open-to-purchase conversion rates improve through universal deep links, faster checkout and personalized offer flows.
  • CTV CPMs rise materially as direct-response budgets enter the channel, testing whether measured engagement can sustain premium pricing.
  • Regulatory or platform privacy changes restrict device-graph matching, weakening cross-screen attribution and favoring contextual targeting.
  • Build CTV-specific landing pages with deep links into apps, store locators, catalog pages and saved-cart flows rather than sending viewers to generic homepages.
  • Measure incremental outcomes through geo tests, holdout audiences and exposed-versus-unexposed cohorts; treat QR scans as an engagement metric, not proof of revenue.
  • Create segmented creative by city, weather, occasion, price tier and nearby-store availability so the TV-to-mobile journey has a clear reason to act immediately.
  • Link CTV bursts to retail-store events, limited drops, loyalty offers and app-exclusive benefits to convert awareness into identifiable first-party data.
  • Negotiate with streaming platforms and smart-TV OEMs for frequency controls, audience transparency, fraud safeguards and campaign-level commerce reporting.
  • Prepare for a higher cost of premium CTV inventory as performance budgets move into the channel; protect efficiency through creative rotation and strict incremental-reach targets.

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