As mobile platforms become increasingly central to our daily lives, marketers are tapping into innovative ways to not only capture attention but also drive direct conversions right at the moment of engagement. This trend is turning viewers into shoppers by embedding the power of commerce directly into the mobile experience with shoppable ads.
In this blog, learn about shoppable ads — what they are and how they’re fueling brands’ ability to align with their consumers' increasingly interactive and on-demand lifestyles.
Shoppable ads are a type of interactive ad unit that allows consumers to purchase products directly from the ad unit itself, without having to leave the platform or website they are on.
Along with showcasing product images and videos, they also feature tags and buttons that display pricing, descriptions and the ability to add items to a cart and checkout instantly from the ad unit itself.
Common shoppable ad formats include carousel ads featuring multiple product images, video ads, live stream shopping, and augmented reality (AR) experiences.
Across social networks and connected TV channels, shoppable media formats are becoming increasingly available. According to eMarketer, more than 100 million people in the US will be shoppable media buyers next year. This represents over 45% of digital buyers. That percentage is set to grow steadily through to 2027, especially as shoppable ad formats spread to emerging channels like CTV.
Major retail media networks like Amazon, Walmart, and Target are expected to drive the adoption of shoppable ads, potentially disrupting traditional ecommerce. Innovations like Disney's ShopX solution and Roku's shoppable ads are revolutionizing how viewers interact with content, turning passive watching into active shopping experiences. What’s more, a majority of ad agency professionals (57%) believe shoppable video content will be the next frontier for retail media.
Source: eMarketer
From streamlined checkout to dynamic customization, shoppable ads are transforming the advertising landscape by enhancing how users interact with marketing content on their digital devices.
Here's a closer look at the most significant trends shaping the future of shoppable ads in 2024.
Shoppable ads are making their way onto streaming platforms like Amazon's Prime Video, which recently introduced innovative formats such as shoppable carousel ads, brand trivia ads, and pause ads. These new features allow viewers to interact with product catalogs, engage with brand-related trivia for rewards, and add items to their Amazon cart directly during their viewing experience.
Big-name retailers are embracing shoppable video ads to enhance their advertising strategies. Walmart, for instance, has expanded into shoppable CTV ads through its acquisition of Vizio, while Amazon is pushing the envelope with video shelf units and in-app video ads that come with shoppable capabilities.
QR codes are becoming a staple in video ads, offering viewers the ability to scan and shop instantly. Augmented reality (AR) is also gaining traction, providing virtual try-ons and product visualizations that enrich the consumer's shopping journey and decision-making process.
With an emphasis on personalization, retailers are using their first-party data more effectively to tailor shoppable ad experiences. This approach ensures that the products and offers presented are aligned with the individual's preferences and previous shopping behaviors.
As the impact of shoppable ads grows, so does the need for precise measurement. Advertisers are seeking improved attribution methods to track return on ad spend (ROAS) and the direct sales impact of these ad units, ensuring that their investment in shoppable ads is both accountable and fruitful.
Shoppable ads are revolutionizing the way brands engage with consumers by combining convenience, personalization, and immersive experiences into a seamless shopping journey.
At CRAFTSMAN+, we're excited about the advancements in this space and are gearing up to push the boundaries even further with our own innovations in interactive shoppable ads. Stay tuned for more.
Ready to elevate your brand with cutting-edge shoppable ad solutions? Connect with CRAFTSMAN+ today to discover how our innovative tools can transform your digital ads into engaging shopping experiences that drive performance and growth.