Internet’s showcases are becoming more and more appealing. Today we will explain how to benefit from them in a more conscious way, talking about the last innovation from the advertisement’s world: shoppable video.
Shoppable video is a technological device conceived for companies but expected to change the use and consumption habits of every internet user. Born from the merge between e-commerce and native advertising, shoppable video -also known as click-to-buy video, touchable-video or direct-sales video- is an interactive video that allows users to buy the products displayed just by clicking on them. In other words, you can add product details, color and model customization, related products, icons for propmt buy and even more in the overlay panels of the video.
Click-to-buy technology, which is provided by proper agencies such as Gloto, Cinematique, Shaa, aims to increase persuasion to buy; inform customers about goods and services without pushing aside the user from his initial experience (film or video that he is watching); click on special offers; guide click by click customers throughout the awareness path setted by the company.
Moreover, shoppable video are multiform. They can adapt themselves to cinema home, blog, advertorial, social network, video chat, on demand streaming services and, at the same time, they can optimize the profability of marketing investments (ROI). For all these reasons, is legitimate expect their future success.
Let’s just make a supposition of how our next future will be: you are watching That 70’s Show on Netflix and, at some point, you click, just out of curiosity, on the Eric Forman’s Vista Cruiser. After that, It will appear overlay an online shop of vintage cars, suggesting you to buy that car with a simple click !
But, when was shoppable video born ? In April 2012 Fki, Iggy Azalea and Diplo called themselves as the first shoppable artists, thanks to the video produced by ssense.com I Think She Ready. Anyway, that is not the day of his fulfillment: on 15th May, Google published on his Retail Advertising blog the following post: “To shorten the path to purchase and translate video views to sales, today we’re introducing a new channel gadget on YouTube that will enable consumer goods brands to connect consumers directly with retailers throughout the entire YouTube experience”. It is the birth of TRESemmé, the first shoppable tutorial signed by Unilever/Google.
Nowadays, fashion labels are trying to implement this channel (Gucci, Levi’s, Missoni, Yoox, L’Occitane en Provence, Nike, Kohl’s, GAP). And in case that you are asking yourself if this trend is going to last, Cisco has the answer for you ! His annual study states in 2019 the 80% of internet traffic will be made of video. This demonstrate one more time how this channel have many chances to spread.
In conclusion, the future seems to prospect us an internet where entertainment and advertisment will be more conjoint, fused together in order to speed up the customer-seller process. What do you think about it?