Shoppable Media

Goals

The goal is to find 3-5 brands that have implemented shoppable media and determine best practices surrounding this type of advertising.

Early Findings

  • Hallmark, Walmart, and CVS used interactive advertising platform Contobox to create shoppable ads. They experienced between a 21% and 33% increase in customer interactions with the ads.
  • The introduction of Shoppable Instagram Stories is allowing brands to boost their social commerce strategy by creating personalized product stories that customers can simply click to purchase the featured products.
  • The brand Maldwell began focusing on boosting their Instagram shoppable advertising strategy and gained a 39% increase in sales in 2018 from their efforts.
  • Though they don't specify if it has boosted their sales, Kellogg's has said they are creating more shoppable media for their products. They specify that it is a mix between linked ads and visual cues that encourage people to shop.
  • One best practice for shoppable media is using customer-created content as much as possible in shoppable ads. One survey shows that 77% of consumers are more influenced by consumer-created content than professional photos made by the brand.
  • Another study showed that including Instagram photos on a popular product page on a store's website can increase the sales of that product by up to 24%.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Research proposal:

Only the project owner can select the next research path.
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