Will Video Shopping Be the Next Big Thing? All Signs Point to Yes

There39s a lot of chatter around voice digital personal assistants like Alexa and Siri and for good reasonamp160 Voice39s potential is huge and already impacting how consumers interact with if not buy from brandsamp160 But perhaps one of the more immediate trends in commerce recently got a boost when Google introduced two new imagefocused ad formats earlier this fallamp160 One is a new video version of the Showcase Shopping ads that began testing with 500 advertisers in Septemberamp160 It39s an extension of the Showcase Shopping ads introduced in October 2017 and integrates YouTube videos into paid search adsamp160 The second is called Shoppable Images and lets advertisers attach shoppable ads to select published contentIt39s all about tapping into the growing power of images to connect with and convert shoppers into buyersWe know that images sell goods and that they are more impactful in reaching shoppers than many other digital toolsamp160 A recent study from the Intent Lab a partnership between Performics39 and Northwestern University Medill School of Journalism Media and Integrated Marketing Communications proved that brand video ads are assistive to consumers in their journey and lead to purchaseamp160 Video proved 12x more effective than text in improving product evaluations when a consumer was in a browsing mode moving them closer to buyingPerformics found that video content has a high impact on brand evaluations early in the shopper journey as options are evaluated before decisions are formedamp160 quotVideo storytelling isn39t just about driving shortterm campaign wins it39s also about driving measurable results at every stage of the consumer journeyquot noted Vishal Sharma Vice President of Product Management YouTube Ads in this announcementVideo is helping to incite and deliver on consumer intentamp160 Video ads are a powerful marketing tactic to generate brand awareness and help consumers explore and evaluate products and categoriesamp160 Now advertisers have a reason to deploy video ads to drive consumer action and connect directly to a transactionCMOs are challenged to drive growth not just build brand equity and can now do bothamp160 We can expect additional strategic moves for platforms to begin mirroring each otherSearch companies have been successful at monetizing their platforms and providing advertisers with data and tools to reach consumers Ecommerce brands started with monetized transactional platforms but are rapidly trying to make these accessible to advertisersamp160 While the two started at opposite ends of this spectrum they are racing toward each other for what will inevitably be a grand collisionamp160 At the center of it all are consumers and it will be interesting to watch their responses as channels blur amp160Consumers seeking entertainment and informational videos will now be confronted with or given an opportunity to satisfy their needsamp160 Consumers seeking a product purchase from an online retailer are now faced with a sea of sponsored adsThe platforms are busy generating revenue for their coffers and giving advertisers access to their viewers and customersamp160 The consumer response to onestop shopping mixing information entertainment and transactions will likely produce lovers and hatersThe next iteration will be to simply say quotbuy itquot while watching videosClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Will Video Shopping Be the Next Big Thing? All Signs Point to Yes

Author

Publish date

Channel

Joe Reinstein

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Will Video Shopping Be the Next Big Thing? All Signs Point to Yes

Enjoying This Commentary? There's More to Love

Joe Reinstein

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

Cookies