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Intelligent TV

Overview

Intelligent TV connects a television advertisement to a branded mobile purchase journey. A viewer scans the creative's QR code, opens a landing page for the advertised product, and chooses the brand's website, a participating retailer, or an optional phone-ordering path.

Record the configured TV interaction using TVTouchpoint (25). Campaign and identity mappings are agreed during provisioning.

Configure the journey using an Engagement Plan. The page presents usable default purchase links immediately; available identity and audience results can then refine destinations without blocking the shopper.

The Intelligent TV design consumes the shared Engagement Plan configuration through Engagement Plan version 1.1, and uses the TV-specific purchase-relay template contract below. Production generation, resource resolution, publishing, and end-to-end acceptance remain implementation work.

Getting Started

  1. Confirm the TV Campaign
    Confirm the advertised product, approved TV-matching artwork and copy, and the brand and retailer destinations. Obtain the Platform-assigned Destination reference for the QR URL.
  2. Prepare the Engagement Plan
    Follow the shared Engagement Plan setup to define ownership, purchase options, and audience decisions. Return here for TV-specific page configuration.
  3. Configure the TV Landing Page
    Add the page block below to your version 1.1 plan. Select purchase-relay version 1.0.0 and reference the plan's brand, retailer, and optional Call purchase choices.
  4. Prepare the Creative's QR URL
    Use the assigned Destination reference and a station label. Verify the QR code on the actual creative and test the landing page on mobile.
  5. Preview the Purchase Journey
    Check product and creative consistency, default links, phone ordering, keyboard navigation, and behavior when identity or tracking is unavailable. Personalization must preserve the initial template's layout and purchase choices.
  6. Verify Handoffs and Release
    Verify best-effort tracking without delaying navigation, obtain campaign approval, and complete the required delivery checks before placing the QR code in aired creative.

Page Configuration and Purchase Options

The initial template uses one product image, a primary brand offer, familiar retailer choices, and optional phone assistance. Image paths are relative to the Engagement Plan directory. Use approved plain-text copy and a quoted six-digit RGB accent color; the template owns layout and styling.

  • primary references one enabled Web option for the brand's own website, with an approved default HTTPS address.
  • alternatives lists retailer Web option IDs in display order. Omit it when no alternatives are configured.
  • assistance references one Call option. Omit it when phone ordering is not configured.
  • Each placement must reference an existing purchaseOptions[].id. An ID may occupy only one slot.
  • enabled: false suppresses an option. Placement does not override enablement.
  • A null destination is unavailable and must not produce a clickable link. The primary option must always have a usable default.

For template version 1.0.0, personalization changes destination links while preserving placement, labels, headline, image, and styling. Keep addresses and rules in decisions; do not duplicate them inside page.

TV Page YAML

Add this page block to the shared YAML example. Its option IDs match that example. Replace the illustrative image path with approved campaign artwork; the file must exist before publication. This fragment is not a standalone Engagement Plan.

page:
  template:
    name: "purchase-relay"
    version: "1.0.0"
  language: "en-US"
  branding:
    accentColor: "#325634"
  heroImage:
    path: "assets/tv-product.webp"
    alt: "The Example Brand product shown in the TV advertisement"
  copy:
    eyebrow: "As seen on TV"
    headline: "The product you saw on TV."
  purchaseOptions:
    primary: "brand-web"
    alternatives:
      - "retailer-web"
    assistance: "brand-call"

QR URLs and Attribution

https://tv.brand.example/<DestinationRef>/?sr=<StationRef>
https://tv.brand.example/<DestinationRef>/?sr=<StationRef>&fr=<FlightRef>

Use the Platform-assigned Destination reference in the path. The station label sr is highly recommended and aliases utm_source. Flight fr is optional and aliases utm_campaign; it is supported in the design but not requested initially. Encode path segments and query values for URLs.

A valid nonblank short alias takes precedence over its corresponding UTM value. Otherwise, use a valid UTM value or leave that dimension unknown. Alias normalization must be verified in the integration; invalid attribution must not prevent buying. A station label does not identify the shopper or prove a particular airing.

Validation, Delivery, and Measurement

  • Complete Engagement Plan validation before reviewing the TV campaign package.
  • Verify Company authorization, audience bindings, approved assets, and all default routes separately from schema validation.
  • Preview the complete default page before personalization. Native purchase and telephone links must remain usable when identity or tracking is unavailable.
  • Keep generation separate from live shopping. Release approved, versioned static packages after publishing and delivery checks pass.
  • Record Purchase Option selections with best-effort Beacon tracking that never delays or replaces native navigation.

A retailer-link selection is a handoff, not proof of arrival or purchase; a phone-link selection is not proof of a connected call. Confirmed conversion reporting requires additional channel evidence. Plan outcome reporting with Session Disposition, and verify the handoff collector contract before enabling tracking.

See Also