While younger audiences are willing to interact with shoppable ads, the next hurdle for shoppable video involves engaging more than just early adopters.

“The capability to shop and explore on the big screen has been limited,” said Brad Quinn, publisher partnerships at KERV Interactive. “CTV’s tech and interactivity are finally catching up to the expectations established by the mobile and online video (OLV) experience. The technology being integrated by publishers today allows for deeper exploration of content, ads, shoppability and an overall more immersive experience.”

Framing shoppable video challenges — and opportunities

Major technology and content companies are focusing on developing and creating shoppable video, but the bridging of content and commerce is often done in silos.

Companies may state they are building shoppable commerce experiences with a customer-first mindset, but they lack the insights to optimize effectively toward one standard user experience. This is contributing to a fragmented environment for both advertisers and audiences. Establishing standards based on real insights and what businesses want to teach consumers will create a truly frictionless user experience for shoppable video.

Interactive ads provide actionable insights to both brands and publishers, allowing them to monetize content better and move customers down the funnel.

Interactivity allows brands to measure authentic actions — such as clicking an interactive element with their remote, scanning a QR code or adding an item from a shoppable video to their cart — and leverage those metrics to optimize campaigns and drive purchases. Understanding which objects, products and video scenes are driving higher engagement, dwell time and CTR allows brands and publishers to reach audiences in targeted, personalized ways.

“Brands need scale and less friction. Each publisher or content provider has to provide a seamless UX, or audiences will continue their current paths to purchase,” said Quinn.

“An easy solution is increased automation,” added Quinn. “For the past few years, interactive big screen experiences have typically been one execution at a time — that limits scale as the bandwidth from both the advertiser and publisher is stretched. Moving toward automation allows brands to activate in real-time and be nimble throughout campaigns.”

Building the future of shoppable CTV

Interactive and dynamic video advertising products create new pathways for CTV audiences to engage with creative and shop. This is especially useful for reaching consumers who have not interacted with shoppable CTV ads.

“Most people will give it a try if they see a product they’re interested in and, more importantly, they …read more

Source:: Digiday

Author: Aaron