The format is more than just adding clickable call-to-action that allows direct purchases.
The COVID-19 pandemic has accelerated the growth of shoppable video format as advertisers are trying to make consumer journey as smooth as possible in the age of homebound consumers. A Net Solutions study found merchants using shoppable video search results saw an increase of 30% in conversion rates.
Digital video also allows bespoke shopping experiences that can be tailored and targeted at specific audience demographics. It also permits for multiple user experiences based on the device the video is accessed by the user.
As technologies and viewing habits evolve in the coming days, shoppable videos will also advance. Over time, as virtual and augmented reality becomes more prevalent, consumers will be able to replicate the in-store experience at home.
[5 minute read]