Shoppable Video
Shoppable video provides a new way for advertisers to reach customers, for brands to develop deeper relationships with their viewers, and for consumers to engage further with the content they see on screen. With ad-based video on the rise, shoppable video may become the new normal. Some examples include: • Walmart & Roku partnered up to produce “shoppable ads” where viewers can purchase items directly from an ad on their TV. • Fade Technology Solutions offers an advertising tool to publishers and a discovery tool for consumers; viewers can watch video without interruption but are also able to explore where products are purchasable. • Disney+ introduced shopping capabilities to the streaming platform. Subscribers can scan a QR code on the screen or visit a special URL to view and purchase exclusive merchandise related to popular content on the platform. Inserting shoppable advertisements into video streams or on a familiar platform like Roku means consumers can remain in an environment that they trust while becoming more immersed, influenced, and inspired by the characters on the screen. Inserting shoppable advertisements into short-form video content located on social media platforms (e.g., TikTok, Instagram Reels, YouTube shorts) meets consumers where they are and is a proven mechanism for brand discovery. Consumers are routinely entertained and engaged by the content on the platform, returning to it almost impulsively. This frequent exposure and return behavior can help drive sales and promote brand loyalty if done authentically. • TikTok: The famous social media platform that offers “shoppertainment” – immersive, content- driven commerce that both entertains and educates. In 2022, TikTok introduced a new advertising solution, “Shopping Ads,” in three formats: » Video Shopping Ads: Hyper-relevant ads placed at the bottom of the screen for users to engage with and make quick purchases. » Catalog Listing Ads: Located under the “For You” page, is a product catalog that lists a variety of targeted merchandise across content creators. » LIVE Shopping Ads: Also located under the “For You” page, these ads are placed within live streams and show which products the content creator is using to drive audience purchases.
10 | © Parks Associates
Made with FlippingBook - Online magazine maker