Shoppable Video is a extremely complex undertaking.
Have a look at a (simplified) picture of the Video Ecosystem and Process in the image below and you quickly realise that you deal with a massively diverse landscape.
The challenge is that you work in a kind od matrix that is not only constantly evolving but also bridging different industries: you need to cross borders in Content, Broadcast Technology, Advertising Industry and E-commerce to name a few.
To make matters even more difficult you have to address the needs of both B2B customers as well as the end users of their customers; which are also placed all over the map.
No one has managed to find the Holy Gral yet in this complex space and baby steps are already huge leaps forward. It is going to change though and some promising vendors are out there.
Why has this become so important now?
Because traditional TV advertising is declining and fails to deliver results. With shoppable content you can measure a campaign by how well it sell – the ultimate and best measure.
At the same time, consumer are more inclined to shop right from screen – as you can see in TikTok with each big success in social media shopping. Finally, look at the latest move from Walmart to get into the TV business: this is more than the Canary tweeting in the coalmine. It is a battle cry! Retail is coming into media.
What is your experience within this ecosystem and shopping solutions? Need help to define your best approach? Then contact us to explore how we can help.
