Since its founding in 1986, QVC's on-air personalities have hawked stainless-steel steak knives and Tupperware with the same cozy-yet-ruthless refrain: act quickly, pick up the phone, and buy now. If streamers have their way, that'll soon be as easy as lifting the remote control. Shoppable ads, which effectively turn television interfaces into shopping carts and let viewers purchase the products they see on screen, have followed in the footsteps of social commerce platforms, bringing the ease of e-commerce to the tube. While the ad format has been of interest for a few years, there were considerable advancements in the format unveiled during this year's upfronts. In May, Amazon announced upgrades to shoppable ad formats for Prime Video, including formats like carousel ads and interactive ads that allow users to shop from a pause screen. Warner Bros. Discovery also announced in May that it would bring a "seamless and integrated shopping experience" to Max. The platforms join Peacock, Disney+, Samsung, LG, and Roku, which have all made strides to bring shopping experiences to TV. In other words, the QVC of streaming is nigh—because if you're going to be targeted with an ad for dog food or toilet paper, why not buy it right then and there? Keep reading on Marketing Brew.—RB |
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