• Katie Kerr

THE LATEST SHOPPABLE CONTENT NEWS FOR AUTUMN 2021

Updated: Oct 11, 2021

The hottest update for all things shoppable video this Autumn


This year, shoppable video content has taken the world by storm, whether through on-demand or live stream shopping functionalities. The buzz is continuing as we approach the final few months of 2021 with some key new developments from some of the biggest names in tech and Ecommerce.


We've put together some of the freshest, most important industry updates that will undoubtedly have a lasting impact on video content marketing strategy...



YouTube announces shoppable CTV ads



“To help consumers more easily learn about the products and services they’re interested in, we’re making YouTube ads on connected TVs more shoppable.”


120 million Americans streamed YouTube or YouTube TV from their TV screens in December 2020. As a result, the video-sharing platform is taking the opportunity to become more shoppable by bringing video action campaigns to connected television (CTV).


Viewers watching on CTV will be able to type in the displayed web link to their desktop or mobile device to access brand Ecommerce without leaving the content. Google's conversion lift tool will let advertisers measure the effectiveness of their campaigns in real time with the tool providing information on web visits and purchases.



Coresight's 1010 Live Shopping Festival to Connect Brands and Retailers in Real-time



Coresight Research will host its second annual 10.10 Shopping Festival on October 10th from 10am to 10pm ET in partnership with livestream shopping platforms, CommentSold and Smartzer, and 1:1 live video co-shopping platform, GhostRetail.


Smartzer's interactive video platform will be used globally by brands to introduce them to the rapidly expanding world of live stream shopping in the US.


Retailers such as Macy's, Guess, Vera Langley, Neighborhood Goods and many others are taking part in the event, bringing live shop technologies to the forefront of US video content marketing.



Retail Week Shifts Their Focus to Live Stream Shopping and The Key Impacts it Could Have on The Western World



As more retailers trial livestream shopping in the UK, Retail Week explores what it could do for Western retail and what can be learned from the Chinese phenomenon.


In 2020 livestreaming sales reached an estimated £129bn in China, according to research group iiMedia, now accounting for 20% of its ecommerce sales. Operating 24 hours a day, for three hours at a time, live shopping events sell anything from instant noodles to Gucci handbags and from holiday villas to plastic surgery.


The event will be from the 13-14th October in London, England. Key speakers will include: Adam Harris Global Head of Brand Partnerships ,Twitch, Dr. Maggie Aderin-Pocock Space scientist and broadcaster, Jo Fairley Co-Founder,Green & Black's, Kshitij Kumar Chief Data Officer ,Farfetch, Ken Murphy CEO,Tesco and many more. All will be discussing how to continue innovating and gaining consumer trust and spend in this new landscape.



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