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Shoppable media is the latest marketing opportunity and WARC’s Gabey Goh says the upcoming eTail Asia 2021 conference will outline the key drivers of this shoppable trend and what it means for marketers.
Marketers have been redeploying ad budgets to reach consumers at shoppable moments for some time. The pandemic has only accelerated this trend. This shift to shoppability has benefitted e-commerce platforms like Amazon and Alibaba, as well as omnichannel retailers such as Kroger, which are building powerful media businesses. Not to be left behind, social and video platforms including Facebook, YouTube, Pinterest and TikTok are looking to China for inspiration and hastily assembling their own ‘shoppable’ ad formats, enabling users to instigate and, increasingly, complete purchases witho...