Published: Fall 2022

Digital advertising provides opportunities for retailers to acquire new customers, engage better with existing customers, and reduce the cost of operations. One of the most significant trends driving the growth in digital advertising is the continued rise of high-impact, shoppable ad units.

Background

Shoppable ads are designed to address the on-demand environment consumers have gotten used to. They not only encourage the purchase journey to begin directly in the ad, but also enable consumers to have a personalized shopping experience before they even visit a website. 

The Goal & methodology

Kargo, SmartCommerce, and MediaScience conducted this research to better understand how impactful ad formats coupled with Click2Cart® technology can lead to favorable brand attitudes, better E-commerce experiences, and increased conversions vs. standard banner ads.

This study not only examines how shoppable advertising improves overall campaign performance but also shows that interactive advertising works for brand goals.

Key Learnings

• Personalizing the post-click experience is a must for marketers

• 50% of users preferred quicker, more convenient carting capabilities

• Ads within contextually relevant environments are 2X more likely to influence buying decisions