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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 without leaving the content they are consuming.
In the
WARC Guide to Shoppable Media, we outline the key drivers behind this trend, explain what it means for marketers, highlight the latest best practice from pioneering brands, and share our predictions for the future of shoppable media.