Why brands should brace themselves for a shoppable media gold rush

Advertisers ought to take a structured approach to the growing shoppable media opportunity.

Corporations sign off on advertising budgets, expecting short-term rapid returns that can be speedily communicated upwards to the powers that be.

The COVID-19 crisis has made this more pronounced as finance directors push marketing teams to plug financial holes created by the lockdown and associated fall in consumer confidence. The question has become: how can we make up these numbers and meet our end of year targets, even if this comes at the expense of brand equity and long-term growth?

E-commerce has also been on a meteoric rise, driven by the necessity that came out of lockdown. All of a...

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