Australia – Droves of Australians say social media has seduced them to spend, according to new research by Finder, a comparison site. Said survey of 1,009 respondents revealed 2 in 5 (40%) have bought something online after seeing it on social media – equivalent to 8.4 million people.
The average social media shopper spent $420 over the past year, adding up to $3.5 billion nationally. Moreover, social media has driven Aussies to purchase everything from clothing (25%), to beauty products (16%), electronics (15%), and accessories (12%).
Meanwhile, Facebook (61%), Instagram (52%), and TikTok (40%), are the top social media players when it comes to influencing Aussies to buy something.
It comes as no surprise that digital natives Gen Z were the most likely to have been influenced by these ads. More than 2 in 3 (68%) admit to buying an item they saw on social media, followed by more than half (52%) of millennials and 29% of Gen X.
Baby boomers were the least likely to be influenced – only 15% had bought something after seeing it on social media. Of those who were plied by their socials to splash out, the average Gen X spent $400 in the last year, compared to Gen Z ($293). While men (36%) were less likely to buy from social media than women (44%), they spent almost double ($553) that of women ($322).
Rebecca Pike, money expert at Finder, said social media platforms are increasingly shaping how people choose to spend their money.
“With advanced algorithms and data-driven strategies, advertisements are now more personalised than ever before. Have you ever mentioned a product in conversation and then immediately seen an ad for it the next time you opened your phone? By analysing users’ behaviours, interests, and online activity, these platforms seamlessly present tailored content that aligns with individual preferences,” she said.
She also said that it’s important to balance “treat yourself” culture with financial well-being.
“There’s absolutely nothing wrong with indulging in small luxuries every now and then – after all, treating yourself can be a great way to boost morale. But these splurges should come with a sense of balance and awareness, especially in today’s climate,” she stated.
Pike further added, “Ask yourself whether you can truly afford the item, and whether you will feel good about the decision later. That clothing or gadget might feel irresistible at the moment, but a pattern of these purchases can add up quickly and create financial strain in the long-run.”
She encouraged Australians to be mindful of scams when purchasing items through social media.
“Scammers often exploit social media platforms by creating fake advertisements or accounts to deceive unsuspecting consumers. It’s more important than ever to verify the authenticity of sellers, review feedback or ratings, and be cautious of deals that appear too good to be true,” Pike concluded.
India – Axis Bank, in collaboration with marketing agency AutumnGrey, a Grey company, has launched Achh.ai—a platform designed to make Diwali shopping more meaningful by merging festive rewards with the spirit of kindness.
Achh.ai enables users to explore exclusive offers while receiving gentle reminders to embrace kindness, capturing the true spirit of Diwali. With options to type or speak to find deals, the platform ensures a seamless, user-friendly experience that adds a mindful touch to festive shopping.
The name ‘Achh.ai’ is derived from the word ‘Achhai,’ meaning kindness or good deeds. This platform’s unique approach aligns with Axis Bank’s philosophy of ‘Dil Se Open,’ expanding this spirit of openness to embrace acts of achhai (goodness) during a season when giving holds special significance.
Anusha Shetty, chairperson and group CEO of GREY India, shared, “We envisioned Achh.ai as more than a tool for finding discounts; it’s a celebration of kindness and community. It’s our way of bringing a little more ‘achhai’ to each shopping moment, elevating festive buying to something more impactful.”
The ongoing Achh.ai campaign is live across major social media platforms, including Facebook, YouTube, and X, and has generated enthusiastic responses. Influencers like Jatin Sapru, Karan Wahi, Nupur Sanon, and Saransh Goila have shared their experiences with Achh.ai, highlighting its impact across food, shopping, travel, and more.
Singapore – Majority or 88% of consumers in Southeast Asia rely on AI-driven content and product recommendations for purchasing decisions, with 83% willing to pay more for AI-enhanced shopping experiences, reveals a whitepaper jointly developed by Lazada and Kantar.
The report reveals that nearly two-thirds of respondents (63%) in Southeast Asia perceive AI as widely adopted in online shopping, with more than half identifying AI chatbots (63%), translations (53%), and visual product searches (52%), as key recognised features in ecommerce.
In terms of actual adoption, however, usage of these features remains below 50%—47% for AI chatbots, 40% for visual product searches, and 40% for translations. The report also indicates that only one-third of respondents found these features helpful in meeting their needs.
According to the whitepaper, the gap between perceived and actual effectiveness of AI features highlights an opportunity for ecommerce platforms to leverage AI and data insights, bridging this divide to boost customer satisfaction.
Interestingly, while only a few respondents found AI features in online shopping helpful, the report reveals a strong trust in AI-powered platforms. The majority rely on AI for personalised recommendations (92%) and product summaries (90%), with 88% making purchasing decisions based on AI-generated content and suggestions.
When examining consumer motivations for using AI in online shopping, over half of SEA respondents (52%) cited convenience as a primary reason for adopting AI in their personal lives. Similarly, 51% prioritise product and seller reviews, highlighting an opportunity to enhance review depth, relevance, and authenticity through AI technology.
Furthermore, a substantial majority of shoppers (83%) are willing to pay more for AI-powered shopping experiences. This willingness is linked to the positive benefits shoppers perceive, with nearly half of respondents (49%) indicating that AI enhances discovery, customer service, and overall enjoyment during online shopping.
James Dong, chief executive officer of Lazada Group, elaborated, “The launch of our inaugural whitepaper marks a pivotal moment in understanding how AI is shaping the future of eCommerce. As technology evolves, so do consumer expectations. This whitepaper explores the transformative potential of AI and provides insights into how businesses in Southeast Asia can harness it to create personalised, seamless, and smart shopping experiences.”
“At Lazada, we are committed to staying at the forefront of innovation, ensuring that AI drives both efficiency and enhanced customer engagement across all touchpoints. Going forward, we will continue to invest in AI and cutting-edge technologies to revolutionise the eCommerce ecosystem,” he added.
With 80% of respondents using AI features on eCommerce apps at least once a week, the whitepaper urges eCommerce platforms to seize the opportunity to enhance their AI integration efforts and provide more holistic and exceptional shopping experiences.
“AI has become an integral part of the eCommerce landscape, enabling smarter decision-making and more tailored customer experiences at scale. As we dive deep into how we can enhance AI algorithms to personalise product recommendations, optimise supply chains, and enhance customer service interactions, it is clear that AI will remain a key enabler in pushing the boundaries of what eCommerce can achieve. What excites me most is how we are building robust AI systems to solve complex technical problems in ways that directly improve the shopping experience for our customers,” said Howard Wang, chief technology officer at Lazada Group.
Singapore – Shoppers in the Asia Pacific region are increasingly prioritising flexible delivery options and real-time parcel tracking in their online purchases, according to a report by DHL eCommerce.
DHL’s report highlights the rising expectations for delivery times and real-time tracking among shoppers in the region, driven by the evolving online shopping landscape and the surge in social commerce.
According to the report, more than two in three online consumers in APAC consider next-day delivery essential, with 74% of respondents in Thailand and 72% in India echoing this sentiment. When it comes to delivery preferences, nine in 10 shoppers in India (89%), Malaysia (89%), and Thailand (94%) favour home delivery, reflecting a strong preference for convenience.
However, there is also a growing demand for alternative delivery options, particularly once an item is out for delivery. Many online shoppers emphasise the importance of being able to redirect their parcels to a safe location, such as a neighbour’s home, a parcel locker, or a designated pick-up point, as well as the ability to change the delivery date. This flexibility significantly enhances the overall convenience of the shopping experience.
Moreover, 86% of APAC consumers anticipate end-to-end tracking for their international orders, highlighting the growing demand for real-time visibility and control throughout the delivery process. Respondents identified ‘quick delivery time’ and ‘real-time tracking’ as the two most critical factors for enhancing their overall delivery experience.
Aside from flexible delivery options, the report reveals that free returns are becoming a significant factor in purchase decisions for APAC shoppers, with 43% of consumers in the region indicating they will only shop with retailers that offer this option.
Notably, India leads globally, with 67% of shoppers stating that free returns are a crucial criterion, influencing their choice of online retailers. Additionally, 67% of online shoppers in APAC prefer having a return label included with their parcels for easy returns. This expectation is particularly pronounced among Thai and Indian consumers, with 71% and 70%, respectively, expressing a strong desire for this convenience.
DHL emphasises that implementing flexible and cost-effective return policies is essential for businesses aiming to foster customer loyalty and drive repeat purchases.
International online shopping is on the rise, fuelled by the evolution of digital payments that enable a more seamless cross-border shopping experience for consumers. In the APAC region, nearly four in five shoppers (76%) make purchases from online retailers in other countries at least once a month, with 30% engaging in cross-border shopping on a weekly basis.
The report reveals that India is at the forefront of global cross-border purchases, with 38% of Indian shoppers making international purchases at least once a week. This trend is mirrored in Malaysia and Thailand, where 80% of consumers shop from overseas at least once a month, followed closely by 75% in both China and Australia.
Looking ahead, the report further notes that 37% of respondents anticipate increasing their online purchases from non-local retailers over the next 12 months.
The report highlights that to capitalise on this demand, businesses must prioritise security and transparency to reassure customers. Despite the growing enthusiasm for cross-border shopping, fear of fraud persists for at least one in two APAC shoppers, with Malaysians expressing the highest concerns about seller authenticity and transaction security.
Concerns about fraud and transaction security hinder consumers from increasing their international purchases. The report emphasises that businesses need to prioritise secure payment systems, transparent shipping information, and dependable delivery processes to build trust and foster repeat purchases.
Pablo Ciano, CEO of DHL eCommerce, said, “Asia Pacific consumers are driving demand for cross-border shopping like never before. This means that there is a tremendous opportunity for businesses to grow internationally if they sell and engage effectively. Specifically, with the rise of on-demand business models influencing today’s digital shoppers, ‘speed’ and ‘choice’ are everything. By addressing key consumer concerns such as transparent delivery times, flexible returns, and fear of fraud, retailers can capture the growing market.”
Philippines – Around 80% of Filipino respondents consider free shipping to be the most important factor when shopping with online stores or retailers, a study by Shopify showed.
The study found that the free shipping feature is a must for the majority of Filipinos when making purchases online. Other key considerations for Filipino shoppers include using mobile apps for online shopping (46%) and free returns (45%).
Meanwhile, for in-store purchases, 66% of Filipinos said attentive staff is their top priority. Additionally, 57% emphasised the importance of sufficient stock, while 52% highlighted the need for attentive customer service.
Bjarati Balakrishnan, head and director for Southeast Asia and India at Shopify, said, “Experiences in the store are really changing rapidly because, you and I, when we walk into a store today, we pop out a marketplace and read the catalogue in detail before we decide what to buy. We’re not really relying on the salesman to tell us all the details, like we used to 10 years back.”
She continued, “Invest in unified commerce, but please get your basics right before you enter the world of (augmented reality, virtual reality, artificial intelligence). Let’s get catalogue and content assortment, inventory, pricing, and promotions right.”
“I definitely think mainly the present is omnichannel. How it evolves into being more unified, more driven by technology, more driven by a unified experience for customers, so they feel, no matter where they want to buy you, they can find you, is really what the future is,” Balakrishnan further noted.
Singapore – A new survey from YouGov notes that six out of ten Singaporeans claim to have purchased things through social media sites. Facebook looks to be the most popular social media buying network, with four out of ten users admitting to using it for purchases (40%).
As a result, a quarter of respondents (26% each) claim to have made purchases via TikTok and Instagram, while a fifth (20%) have done so via YouTube.
Notably, a substantial 40% of consumers in Singapore state that they have not made any purchases through social media platforms.
A comparison of different age groups reveals interesting differences. Facebook appears as a preferred platform among older generations, particularly with 44% of Generation X users. In comparison, Generation Z has a lower proclivity to use Facebook for purchases, with only 22% using the platform for this reason.
Instead, Generation Z consumers have a stronger preference for TikTok, accounting for 46% of users, exceeding the usage percentages of other generational groups, such as 30% for Millennials and 23% for Generation X. Furthermore, both Generation Z (41%) and Millennials (37%) are more likely to use Instagram for purchases than Generation X (18%).
Consumers in Singapore tend to fall into distinct categories when it comes to buying frequency. The majority, 52%, are classified as occasional customers, meaning they make purchases on social media sites less than once a month. 36%, on the other hand, are classified as frequent purchasers, suggesting that they shop on social media more than once a month. A significant 11% are unsure about their shopping frequency.
Those who have engaged in such transactions may lack the commitment that leads to frequent buying behaviour, according to earlier statistics revealing that 40% of Singaporeans have refrained from making purchases through social media. Millennials are once again the most frequent purchasers, with 44% purchasing on social media more than once a month. In Singapore, however, the Generation Z population prefers occasional purchases, with 63% expressing a preference for this shopping frequency.
Within the category of frequent customers, Facebook is the most popular app for purchases, with 74% preferring it, followed by TikTok (58%), and YouTube (51%). In contrast, among occasional buyers, the distribution of usage shifts slightly, with 61% preferring Facebook, 41% preferring Instagram, and 38% preferring TikTok.
According to the study, the top reasons for prospective consumers to make purchases through social media platforms are cheap price points in comparison to other options and appealing discounts and promotions, both of which register at 52%. Other important factors influencing purchasing’ decisions include 41% convenience, 38% the capacity to analyse products in detail, and 35% the certainty of dependable customer service.
Singapore – Online fashion and lifestyle retail company ZALORA has announced the launch of ‘The Terminal By Zalora’, its newest omnichannel retail experience that aims to play a part in kicking off the year-end shopping season.
Inspired by the magic of the year-end travel season, The Terminal by ZALORA is a week-long offline pop-up experience that showcases the latest and greatest from ZALORA’s top global brands in fashion, beauty, luxury, and lifestyle.
Located at Wisma Atria within Singapore’s shopping district at Orchard Road, The Terminal will be open to the public from 2 to 13 November. The pop-up store will kick off ZALORA’s campaign for 11.11, one of the world’s largest shopping events, with Zalora’s 11.11 sale going live from November 8th till November 13th.
The Terminal features over 40 specially curated international brands across the fashion, beauty, luxury and lifestyle categories, from over 3000+ global brands that Zalora carries on its app and web platforms. The experience store also features the latest arrivals and an exciting array of products from popular global brands such as The Ordinary, Paula’s Choice, & Other Stories, Nike, Monki, and Adidas, to luxury brands like Kate Spade, Coach and Gucci.
Talking about the campaign, Achint Setia, chief revenue and marketing officerat ZALORA, said, “In today’s retail landscape, consumers increasingly crave for immersive and seamless omnichannel shopping experiences. Our commitment at ZALORA has always been about creating WOW moments by innovating and elevating the customer journey.”
“We are thrilled to launch ‘The Terminal by ZALORA’ to mark the exciting start to the year-end shopping season and in partnership with featured well-loved global brands. This pop-up embodies our dedication to providing shoppers with a curated, and immersive experience, ensuring our valued customers enjoy not just the finest fashion for one and all in the family, but also unmatched ease and unbeatable prices,” he added.
Singapore – This upcoming holiday season, spending amongst Southeast Asian shoppers will be skyrocketing, according to a study conducted by marketing and monetisation technologies provider InMobi, which surveyed 1,000 smartphone users in Indonesia, Singapore and the Philippines.
Data from the study suggests that 60% of respondents said that they will be increasing their budgets for online shopping for the season, which also means that 90% will increase or maintain online shopping budgets when compared to 2022.
On the other hand, the majority (73%) of respondents plan to hybrid shop this holiday season, with mobile being the preferred medium at every phase of the shopper’s journey whether they are online or offline.
Shoppers cite app-only discounts and convenience as the top-two reasons they turn to mobile, with 86% of shoppers in Southeast Asia using mobile for exploring; 81% choosing mobile to make the final purchase; and 63% use mobile to search for products.
The study also identifies three buyer personas, the category explorers (58%) who have decided on products to shop but not brands, the bargain hunters (29%) who seek incentives before they make their purchases, and the brand lovers (13%) who know both the products and the brands they want.
Interestingly, there is a sharp rise in the number of category explorers compared to the previous year, when only four in ten shoppers used to fall in this category. This means more Southeast Asian shoppers are keeping their eyes open than before as they shortlist which products and brands to choose.
Furthermore, other notable insights from the report show that over half of Southeast Asian consumers showed a tendency to shop on their phones after 4pm, and that single-digit and double-digit shopping festivals are record breakers, showing that they continue to be the most anticipated and popular sale events of the year for Southeast Asia’s shoppers.
Lastly, fashion and accessories, gadgets, and personal care products including cosmetics are items that are most likely to be bought online, whilst items such as jewellery, home appliances, gift packs, and holiday-focused groceries, will likely be browsed or purchased offline.
Talking about the results, Rishi Bedi, managing director, Asia Pacific, at InMobi, said, “Traditionally, Southeast Asia is a region where physical stores have played a prominent role. While our study found that stores are still important for shoppers here, it is exciting for us to note that more consumers are planning to use mobile as well during their shopping journey, and in fact, it is playing a dominant role.”
“With the excitement for the end-of-year shopping festivals and an appetite for exploring brands and products being at an all-time high, it is essential for marketers and retailers to be present effectively throughout Southeast Asia’s shopping journey,” he added.
When I look back to the time someone in my family had to do grocery runs to the neighborhood store and then at the present, where what we need is available at the click of a button, it often seems surreal. In the world of today, there is so much more convenience – convenience that we did not even know could exist all those years ago.
As we approach the end of the year, holiday shopping and many mega-sales are beckoning. Although festivities are expected to be carried out in a measured way due to mobility restrictions and social distancing, consumers continue to shop online. Within Southeast Asia alone, 70% of the population is now online. According to the latest report by Google, Temasek, and Bain & Company, the region gained 40 million new users in 2020 alone, as compared to the 100 million that cumulatively came online in the past 5 years.
Mobile has embedded itself in our lifestyles
The COVID-19 pandemic has spurred the adoption of digital ways to stay connected with family and friends. Mobile has been playing an instrumental role in helping people stay connected as they navigate this new normal. It has also been like a shot in the arm for mobile commerce.
Shopping over the mobile has already become a part of our lifestyle and will soon become so, in many other households. According to a recent study, purchases made over the mobile phone rose 30% from January to May 2021, with the Asia-Pacific region driving a majority of the global growth.
In Singapore, a study by InMobi found that 63% of all online retail sales are being conducted on mobile, while 34% of shoppers are expecting to spend more than SGD 500 this holiday season. This is despite a majority of respondents having not finalized their holiday shopping plans this year due to the uncertainty of how COVID measures will change.
New digital habits and why there is no going back
The new digital habits learned during the pandemic have been fully integrated into people’s daily routine, where the latest e-Conomy report by Google found that more than 9 in 10 still are still using at least one digital service adopted in 2020. A whopping 94% of these new users have expressed that they will be continuing with these digital habits post pandemic.
The improvements in productivity and efficiency brought about by the increased adoption of mobile services is benefitting both consumers and brands. Mobile technologies and services generated over $750b of economic value added in Asia Pacific over the past year. This figure has been forecasted to increase by another $110b by 2025 to $860b.
Asia being slower on relaxing COVID control measures have caused consumers in the region to still be wary while following social distancing and lockdowns measures. Shoppers continue to be resilient this holiday season as they leverage on online channels to skip the crowds and hunt for bargains. Many consumers in the region are purchasing through mobiles across a wide category of items with clothing and accessories being high on the list of many in the SEA countries. The region has experienced a 240% increase in spending according to an AppsFlyer report on the State of eCommerce App Marketing in 2021.
A personalized experience versus a kitchen sink approach
The evolved shopper has new expectations and is seeking richer experiences from existing brands. Brands that are able to adapt to this change and create bespoke experiences for their customers will thrive. For example, Lazada targeting customers who are moms with diaper and baby merchandise deals makes them feel that the brand understands their needs and wants.
With personalization in the forefront of the current retail experience, and smartphones accounting for 70% of total digital media time, mobile is an ideal way to reach audiences at scale and directly at this point in time. Brands must look to adopt a mobile centric advertising strategy, and avenues such as in-app advertising within apps with engaged users. In-app ads are scaled to fit the app, and therefore look much more appealing to the user than mobile web.
Moreover, by improving user experience, retail brands in SEA have a huge opportunity to turn newly acquired users from the pandemic into long-term customers.
For mobile commerce to continue to grow, it takes an understanding of data, design, and how people behave. Not all retailers understand that, and if they do they are presenting personalized screens or personalized shopping journeys that are keeping consumers engaged.
This article is written by Karam Malhotra, partner and global VP at global internet technology company, SHAREit Group
The article is published as part of MARKETECH APAC’s thought leadership series What’s NEXT.This features marketing leaders sharing their marketing insights and predictions for the upcoming year. The series aims to equip marketers with actionable insights to future-ready their marketing strategies.
If you are a marketing leader and have insights that you’d like to share with regards to the upcoming trends and practices in marketing, please reach out to [email protected]for an opportunity to have your thought-leadership published on the platform.
After over a year of enduring lockdowns and restrictions, there is no stopping the e-commerce wave. Driven by boredom and necessity, shoppers continue to flock to online shopping platforms in droves as evidenced by record-breaking numbers across the board on e-commerce platforms. According to Facebook and Bain & Company, about 70 million more people have turned into avid online shoppers in Southeast Asia since the start of the pandemic.
This boom in online shopping is a tremendous opportunity for brands to seek and deepen audience engagement through digital channels. With the year-end shopping and holiday season approaching, this is a critical period for brands looking to cap off the year with a bang.
In today’s digital age, where audience attention spans are shorter, simply trying to stand out among the competition is no longer enough due to the sheer amount of content dispensed on every page and with every click. Online consumerism is no longer merely about purchasing products, but also the customer journey and experience. One way to embrace this period of disruption and retain consumer attention is through harnessing the capabilities of video and creative for genuine audience-brand connection.
It is also no surprise that video consumption has grown amid the pandemic, especially in mobile-first Southeast Asia and Asia Pacific regions. Results from a 2020 study conducted by Media Partners Asia revealed that mobile video streaming increased by 60% across Indonesia, Malaysia, the Philippines, and Singapore, with social media videos being one of the top channels for the discovery of new products.
The rise of Connected TV
Standing out amid the rise in video consumption, Connected TV (CTV) continues to grow and dominate viewing habits worldwide, with 42% more attention going to CTV since lockdowns began. Compared to the United States, Europe, the Middle East and Africa, CTV ad spend in Asia Pacific is forecasted to have the fastest growth by a Forrester study, contributed by new CTV channels and devices entering the market.
The growth of CTV presents plenty of avenues that advertisers can leverage; its scalable and premium qualities, along with unskippable content, provide prime advertising real estate. As CTV viewership increases, brands should utilize this opportunity to adopt an audience-first strategy through tailor-made, data-driven, and relatable content relevant to their target audiences. As a massive canvas on which multiple formats can be experimented, CTV provides the perfect opportunity for storytelling and engagement within high-quality environments. This could come in the form of branded frames to reinforce product visuals, dynamic overlays to supercharge the viewing experience, and even opportunities for the audience to customize their own products on-screen.
Television and on-demand viewing platforms are often referred to as ‘lean-back’ media due to the audience experience of being relaxed and served content without being fully engaged. Hence, to capture attention, transfer the experience from TV to mobile device, and encourage further interaction, consider supporting CTV ads with a seamless purchasing experience across multiple screens. A great example would be a click-out feature, where consumers can scan a QR code for products to be instantly added to their shopping carts – seamless, quick, and fuss-free.
Genuine emotional engagement
People forget what you say, but they will not forget how you made them feel. Emotion has always been a powerful tool in engaging and creating valuable connections with consumers. Video is one of the best mediums to evoke emotion and drive emotional engagement, and subtly help audiences respond more strongly and favorably to a brand. This helps to enable brand recall in peak moments and influence post-viewing behaviors, including brand perception and decision making.
Advertisers can better equip their ads for memory by leveraging a mental short-cut known as the peak-end rule – affecting how users remember the past through selected snapshots of memories that shape their perception and feeling about an event. To take advantage of this, place important takeaways at intense positive or negative moments, also known as its ‘peaks’, as well as the final moments of an experience.
It is also important to select the right mix of emotions to be evoked in ad campaigns, as the right emotional mix can have a huge impact on brand building and sales uplift: the right visuals, copy, sounds, and placements can all stir feeling and impact. Playing around the full spectrum of emotions – from positive to negative – can create that much-needed spark.
When it comes to season shopping, no other holiday evokes stronger emotions than Christmas, and the pandemic seems to have further amplified those feelings. Based on a study by video ad platform Unruly, amid the pandemic, 2020’s Christmas ads were found to be 51% more emotive than the global average, and even increased the average purchase consideration score by 41%.
In the Philippines, the same study found that Christmas ads evoked 14% more intense emotions than the average ad, and the top positive emotions associated with Christmas ads were happiness, inspiration, and warmth. Similarly, in Australia, a study of 2020 Christmas ads saw a 36% increase in intense emotions than the average ad.
Ultimately, creative should continue to be aligned with specific media goals, as well as its audiences, screens, and placement types. Capture audiences’ attention by telling engaging, relevant stories across all screens.
Brands can also capture viewers’ attention with short-form videos, where shorter ads can deliver higher dwell time, completion rate, and brand recall.
Interaction is key
Interactive video ads provide unique and engaging experiences for audiences, allowing them to live through your brand’s narrative and driving immediate action. Standalone interactive elements, or a combination of elements, can take the viewing experience to greater heights.
A common example today is the use of QR codes; their popularity has been further driven by the pandemic as viewers may take action almost instantly. Particularly useful in CTV, QR codes are an efficient way of getting viewers to continue the consumer journey on their mobile devices – including downloading an app, adding an item to an online cart, or even redeeming a gift.
Other elements that help push users down the conversion funnel include countdown clocks, which heighten the sense of urgency and excitement for promotions and product releases, and shoppable videos, which provide an instant path to purchase.
As CTV and video continue their rise as one of today’s most important marketing channels, it is time for brands to start riding on the wave of video and creative to unlock growth. With the close of 2021, it’s now time to harness the host of possibilities that CTV and video bring, to engage with audiences uniquely and personally for the most unforgettable shopping moments.
This article is written by Greg Fournier, senior vice president of global strategy at video advertising platform Unruly.
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