In the era of ad fatigue finding advertising that works is not a piece of cake. While it is relatively difficult for many formats to shine, there is one that can bring merchant’s products to life in a way that nothing else can – and it is video or photo content with perfect e-commerce recommendations.
Why does it even deliver results?
This format takes over the Internet with no mercy. According to Cisco, by 2021 video will be 82% of all consumer Internet traffic. Everyday people watch hundreds of millions of YouTube or Facebook videos, and this trend is only growing now. Online video is considered the fastest growing segment within the digital advertising landscape, and this is appealing both for advertisers and publishers.
Video can work wonders and make the audience think about the content and want to purchase products. They are more likely to get familiar with e-commerce offer shown in an appropriate context.
Advertisers and publishers have the ocean of possibilities with targeting consumers with in-video commerce based on context, with return on advertising investment. They should know that involving e-commerce in marketing activities will be worth it.
How does in-video commerce work?
Matching content with products (and e-commerce with publishers) can result in higher retail sales conversion, better user experience and higher customer satisfaction – and all sides of the transaction can benefit from it.
Take a look at the example:
It all happens in the “flick” (new unit of time introduced by Facebook. It corresponds to 1/705600000 seconds) and understanding what draws audience’s attention during this short period is crucial for publishers and advertisers. Context is the answer – and targeted shopping content referring to what you can see on the screen are essential if you want your business to be successful.
Video commerce is not a new thing at all. But shoppable/ clickable videos are the future of it, with advertisers and publishers cooperating with each other to attract the audience to direct purchasing. And those who will use AI and more advanced technology to do it will be a step ahead of their competitors. E-commerce has to go along with the existing content: by placing products in a video they give content publishers a chance to monetise their assets, and they give themselves a tremendous opportunity to get valuable traffic.
The magic of a new generation of shoppable videos
Simple product listings don’t do the trick any longer. The proof is in the pudding, but the thing is in the context and emotions that go with it. Products need to fit the context and inspire for purchasing.
The examples of tagging:
If you can see a woman wearing a white lace dress, walking on the magnificent beach – you don’t think about making some grocery shopping or casual clothes. You rather think about how great would it be to get some holiday, or they may be amazed by the dress they have just seen. They can buy them right away, inspired by that “flick” – and successful sales give money not only to advertisers but ensures some income for publishers as well. The technology nowadays is getting better with recognising the context and tagging products automatically by matching publishers and advertisers – Plastream is one of the newest solutions to do so, and if you offer hours of video content or thousands of products, you should be interested in contacting us.
Artificial intelligence for business
Thanks to the combination of machine learning, artificial intelligence and big data, stored in a unique technology, we can turn basically whole web content into clickable, up-to-context and smart product referrals. Recommendations given by Plastream are intelligent – they can replace products out of stock with the most similar alternatives. No more long hours and manual tagging. We can provide an opportunity of tagging video content automatically, we can match it with e-commerce products with the precision that would take you ages. Contact us – let’s talk about monetisation.