‘Solution in Search of a Problem’: Shoppable Video Ads Struggle With Adoption Issues
On paper, shoppable TV and video ads would appear to be a no-brainer: Take the brand-friendliest ad format of video, and attach a way for people to purchase the advertised product directly through the ad.
But Shoppable TV and video ads remain a far-off dream beset by the complications of making them a reality in today’s market, according to agency executives. Issues run the gamut, from lack of standardization of how they are priced, to lack of performance and lower margins for the products that are sold.
The other reason is simply a lack of interest.
“Advertisers are not clamoring for it,” said Chris Apostle, chief media officer at iCrossing.
The biggest reason that advertisers are not clamoring for shoppable TV and video ads is that audiences don’t appear to be either. It’s unclear to agency execs how necessary it is to attach a scannable code to a TV or a click-to-buy button to a video ad in order to push someone to purchase the product. “Do you need much more than a call to action to Google it?” said Jesse Math, vp of display and social and OTT lead at performance marketing agency ForwardPMX.
“It’s a solution in search of a problem,” said Joshua Lowcock, U.S. chief digital and innovation officer and managing partner at UM.
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