Not Shopping with Shoppable Ads

 
Marketers will try almost anything to attract customers. While most many firms believe the ease of transactions and the customer experience are essential. With that in mind, we see marketers experimenting with shoppable ads. Yet, according to one survey, early results may be disappointing. Hence, our title, “Not Shopping with Shoppable Ads.”

To begin, peruse these articles:

• Creating a Great Customer Experience
• How Quality Customer Experience Can Increase Revenue
• Enhancing the Customer Experience

 

Underwhelming Early Customer Response: Not Shopping with Shoppable Ads

 

Defining the Term Shoppable Ad

This is another concept for our continually growing marketing toolbox. According to social marketer Grin:

A shoppable ad shows products with tags (or markups) and checkout capabilities. Most often, these product tags embedded in the image allow consumers to hover over an item to see its price. And easily add it to their cart. 

The leading example of a shoppable ad is Google’s Image Ad feature launched in 2019. But Google is not the first platform to introduce this online advertising trend. Two other well-known examples are Pinterest’s Shop the Look Pins and Instagram’s Product Tags.

 

Results of Latest Ad Age-Harris Poll 

As Ethan Jakob Craft reports for Advertising Age: 

Consumers show little enthusiasm for buying products by clicking on ads that run during streaming programming, according to a new poll — a potentially worrying sign for networks investing heavily in the so-called shoppable ads.

Barely one-third of respondents to the latest Ad Age-Harris Poll say they would be willing to buy a product directly from an ad during a show. With just 36% of consumers saying they’re open to the idea. The poll also found that 78% of respondents multitask during commercial breaks. That includes channel surfing or checking their phones.

That preoccupation becomes potentially devastating to advertisers. Particularly those who’ve toyed with the idea of creating interactive, shoppable media inventory during streaming services’ ad breaks. For example, NBC, has touted its PayPal-backed One Platform Commerce technology as a game changer for advertisers. By allowing the public to buy products directly in-ad, rather than redirected to a third-party retailersite. 

The poll was conducted online on May 18 and 19 among 1,075 U.S. adults.

To read more, click the image [pun intended].

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