Shoppable media as an omnichannel strategy

Outlines the pros and cons of investing in paid shoppable media advertising.

Shoppable media

This article is part of a series of articles from the WARC Guide to shoppable media. Read more.

Why it matters

The integration of commerce with social content promises to dramatically shorten the consumer path to purchase, but it is not without potential drawbacks – not least the data that brands will likely lose to the platforms on which the sale takes place.

Takeaways

  • Brands can gain an advantage by engaging ‘findable’ and ‘buyable’ audiences in the same channels, although higher transactional costs on platforms like Facebook need to be factored in.
  • Shoppable media requires additional...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands