{"id":6985,"date":"2026-06-01T11:17:34","date_gmt":"2026-06-01T03:17:34","guid":{"rendered":"https:\/\/starti.ai\/blog\/?p=6985"},"modified":"2026-06-01T11:17:35","modified_gmt":"2026-06-01T03:17:35","slug":"how-can-starti-ai-power-shoppable-ctv-ads-at-world-cup-2026","status":"publish","type":"post","link":"https:\/\/starti.ai\/blog\/how-can-starti-ai-power-shoppable-ctv-ads-at-world-cup-2026\/","title":{"rendered":"How Can Starti AI Power Shoppable CTV Ads at World Cup 2026?"},"content":{"rendered":"

Retail and e-commerce advertisers can capture World Cup 2026 purchase impulses by deploying shoppable TV ads World Cup campaigns with actionable QR codes on pause ads and post-goal interactive pop-ups. Viewers exhibit strong second-screen viewing habits 2026\u201493% of fans will use smartphones while watching matches. Interactive CTV solutions for retail enable instant scanning and purchasing, turning CTV Advertising into a performance channel with measurable ROAS through outcome-based pricing and OmniTrack attribution.[starti<\/a>]<\/p>\n

How Do Second-Screen Viewing Habits 2026 Drive Instant Purchasing During World Cup Matches?<\/h2>\n

During World Cup 2026, 216.8 million US adults (80.6% of the population) will use smartphones as second screens while watching matches on CTV. This dual-screen behavior creates massive purchase impulses for merchandise, food delivery, and instant ordering during high-engagement moments like goals, halftime, and penalty shootouts.[emarketer<\/a>]<\/p>\n

Second-screen viewing habits 2026 are particularly strong during live sports. Fans check scores, read commentary, and browse products simultaneously. In a Q1 2026 Starti campaign for a subscription fitness app, SmartReach\u2122 AI targeting capitalized on second-screen moments by serving interactive CTV ads during peak engagement windows, lifting app installs by 47% while reducing CPI by 31% within three weeks.[teads<\/a>]<\/p>\n

The key is timing: pause ads trigger when viewers freeze the game to replay a moment, while post-goal pop-ups appear during natural celebration breaks when attention is highest. Interactive CTV solutions for retail leverage these micro-moments, connecting CTV exposure to mobile conversion within seconds. Unlike traditional linear TV, Connected TV enables programmatic bidding on these high-intent inventory segments using OpenRTB 2.6 and SSAI-enabled delivery.[starti<\/a>]<\/p>\n

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<\/div>\n<\/div>\n
\n\n\n\n\n\n\n\n\n
Viewing Moment<\/th>\nSecond-Screen Behavior<\/th>\nBest CTV Ad Format<\/a><\/th>\n<\/tr>\n<\/thead>\n
During play<\/td>\nScore checking, social media<\/td>\nPause ads with QR overlay<\/td>\n<\/tr>\n
Post-goal<\/td>\nCelebration, merchandise browsing<\/td>\nInteractive pop-up with shoppable products<\/td>\n<\/tr>\n
Halftime<\/td>\nFood ordering, product research<\/td>\nFull-screen interactive ad with CTA<\/td>\n<\/tr>\n
Penalty shootout<\/td>\nHigh tension, phone in hand<\/td>\nMinimal QR code, instant purchase path<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<\/div>\n

CTV delivers 90\u201398% video completion rates, ensuring your shoppable message reaches viewers before they second-screen away. The convergence of second-screen viewing habits 2026 and interactive CTV formats creates a unique opportunity for retailers to capture impulse purchases at scale.[seodesignchicago<\/a>]<\/p>\n

What Are Interactive CTV Solutions for Retail That Enable Instant QR Code Purchasing?<\/h2>\n

Interactive CTV solutions for retail include actionable QR codes on pause ads, post-goal interactive pop-ups, and remote-enabled buy-now buttons that let viewers scan and purchase instantly without leaving the TV experience. Shoppable TV ads World Cup campaigns use these formats to bridge the gap between CTV<\/a> exposure and mobile conversion.[exverus<\/a>]<\/p>\n

Shoppable media refers to digital content enabling consumers to make purchases directly from what they consume, including CTV ads with QR codes. Starti’s DCO engine dynamically rotates creatives with QR overlays linked to localized landing pages, achieving a 22% lift in conversion rate compared to static creatives in a multi-region DTC skincare campaign.[emarketer<\/a>]<\/p>\n

The technical stack includes:<\/p>\n