From click-to-buy buttons on Pinterest to “swipe up” directives on Snapchat, the shoppable media ecosystem is growing at a rapid pace, making it easier than ever for advertisers to place products in front of consumers on the platforms they look to for inspiration.
“It’s essentially upending the consumer purchase journey,” said Whitney Fishman Zember, managing partner, innovation and consumer technology at MEC (soon to be Wavemaker), which recently surveyed 2,500 U.S. adults to find out what people really think about this growing trend. One key takeaway: Consumer mindset matters.
“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),” 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.”
And while shoppable media is still evolving—Zember points to potential integrations with voice search and AI—marketers would be wise to jump onboard sooner rather than later.
“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,” Zember noted. “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.”