Digital advertising is about to leap into the future of ecommerce through new ad formats and conquering new devices.
Technology continues to work to offer new formats in order to improve the performance of campaigns and with it the buying process.
Increasingly, the aim is to facilitate and homogenize the advertising experience and shorten the processes to conversion.
Well here we have the ads for Shoppable TV. Shoppable TV technology seems simple because it is so easy to use for the viewer, but this live capability is a big leap beyond the previous methods of TV and e-commerce.
Nowadays, we are all connected to some streaming platform, whether it is Netflix, Amazon Prime or Disney Plus. And since these platforms began to take over TV sets and position themselves as a way to consume television, commercials, infomercials, spots, etc., had to find a way to reinvent themselves.
When you sign up for a streaming platform and make a monthly payment to it, the last thing you want is for a commercial to appear in the middle of your favorite series and take away your excitement. That's why brands began to introduce product placement in their strategy. This means, indirectly, but notoriously, placing one of their products within a production, so that the brand is visible, without the need for a commercial.
But the evolution did not stop there, because we began to notice a common pattern in streaming consumers, and that is that they always have their cell phones in their hands. When watching a series, movie, etc., they look for related information and even spoilers, they are consumers.
Digital advertising is advancing by leaps and bounds, among other factors, because of artificial intelligence. Thanks to the implementation of AI, this breakthrough has been made possible.
Allow viewers to make purchases during the viewing of series, programs, movies... by identifying products such as clothing worn by the main artist and be able to save or buy them.
To sell, we must evolve. The shoppable TV is a clear example of this, instead of focusing on the problem, these and many brands have invested their time and ideas in finding a solution. Seeing a change in the method of consumption, a need in the user and an opportunity to grow, this way of selling will bring many benefits for both brands and consumers.