Consumers actively looking to buy a product or service are three times more likely to complete a purchase after engaging with shoppable ad content, according to new research by media planning agency MEC.
Shoppable content has soared in popularity this year and is now very much part of the digital landscape. Reebok revealed earlier this month that it has enjoyed huge success by allowing consumers to click on sponsored videos while they are watching them to purchase clothing and footwear worn by celebrities. MEC has surveyed 2,500 adults in the US to unearth some insights that can help marketers with this growing trend.
The main takeaway is that consumer mindset is the most important factor to consider. Those with an ‘active’ mindset are much more likely to be influenced by a shoppable ad at the point of purchase, but ‘passive’ consumers, who are just going about their everyday lives, also claim that ads have increased their awareness and consideration of a product. Tailoring content for each of these stages is, therefore, the challenge for marketers.
“We found that consumers in the ‘active’ stage (consciously looking to make a purchase) are three times more likely to complete a purchase when being exposed to a shoppable ad than those in the ‘passive’ stage (everyday life),” MEC exec Whitney Fishman Zember said. “So, the goal isn’t solely to reach people at the right time but also in the right place with the right experience.”
More than a third of consumers have now seen a shoppable ad, with women more likely to have been exposed to them, while mobile trumps desktop by a wide margin for shoppable ad recall. Facebook is also where the bulk of shoppable experiences have occurred thus far for those surveyed, ahead of YouTube, Instagram and Pinterest.
Shoppable ads were once used as a means to track a consumer’s digital activity, but MEC noted that they have now transformed into a unique content format, which brands can utilise to deliver true organic experiences that shift perceptions and drive purchase intent via seamless interactions.
Fishman concluded: “The real opportunity for success is finding the right mix of advertising, shoppable opportunities, ease of transaction and seamlessness that’s going to convert audiences into consumers. Whoever gets there first — some brands like Net-a-Porter and GQ are well on their way — is going to set the bar for this new, truncated purchase journey.”
