How brands can seize the shoppable media opportunity

The convergence of commerce and storytelling is driving the creation of a new advertising opportunity: shoppable media. A new WARC Guide outlines how marketers can take advantage of the rise of shoppable ad formats.

The WARC Guide to Shoppable Media*

Media owners are investing in tools to allow brands to catalogue and promote products on their platforms, with the aim of enabling users to complete a purchase without having to leave the app or website. Shoppable content can include static images or livestream videos, often hosted by influencers, and formats are also being trialled in TV and audio.

Six takeaways

1: Online shopping is becoming a form of entertainment. Where e-commerce was previously utilitarian, users are growing accustomed to more immersive and interactive experiences.

2: Social media has offered a digital ‘store front’ during COVID-19. With consumers unable to visit physical retail outlets, social platforms have helped brands to maintain visibility.

3: Livestream video is a key driver of shoppable media growth. Following its rise in popularity in China over the last few years, media owners are introducing in-app shoppable livestream events.

4: Shoppable media requires a new approach to media planning. Social commerce campaigns must blend storytelling with the information likely to trigger an immediate conversion.

5: Influencers are vital to shoppable media success, but their role is becoming more ambiguous. The arrival of influencers’ own branded product ranges may complicate advertiser relationships.

6: Shoppable media works best in categories like fashion and beauty. These benefit from a sweet spot of high levels of buyer engagement and accessible pricing.

* Readers can sign up to a WARC Talks webinar in which contributors from Isobar Commerce advise how shoppable media can be integrated into an omnichannel strategy.