Fashion brands turn connected TV into a measurable path to mobile commerce
ABFRL, Uniqlo, Libas and Adidas are using connected-TV campaigns to pair brand storytelling with QR scans, site visits and app downloads, though final checkout remains concentrated on smartphones.
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' 'Backyard Legends' campaign drove 141 times the median World Cup ad engagement
- Search-to-site visits fell 22% in the past year
Why this matters
Target partnerships or capabilities in CTV measurement, QR-led attribution and mobile conversion optimization as fashion advertisers seek a more connected path from television exposure to purchase.
What to watch
- QR scan-to-session and scan-to-purchase conversion rates by creative format and screen placement.
- Growth in deep-link, universal-link and clean-room integrations among CTV platforms, OEMs and fashion advertisers.
- Share of CTV campaigns optimized to site visits, app installs or sales lift rather than completed views.
- Whether CTV platforms offer credible cross-device identity resolution and independently verified incrementality studies.
- Changes in CTV CPMs relative to paid social, retail media and online video.
- Evidence that CTV-acquired shoppers have higher repeat rates, store visits or average order value than other acquisition cohorts.
- Build QR-to-deep-link flows that preserve campaign, creative and audience identifiers through app or mobile-web checkout.
- Measure incrementality through geo tests, holdout audiences and matched-market studies instead of relying only on last-touch QR attribution.
- Create CTV-specific creative with short value propositions, visible QR codes and mobile-exclusive offers rather than repurposing TV films.
- Connect CTV exposure data to CRM, loyalty and retail-store visit signals to quantify repeat purchase and omnichannel lift.
- Negotiate outcome-based CTV buying around qualified site sessions, app registrations and new-customer cohorts.