By Alicia Fiorletta, Senior Editor
We’ve been hearing a lot about the convergence of content and commerce as of late. It’s something I’ve found to be especially interesting, mainly because I come from the editorial side of things.
However, recent studies have indicated that the key challenge with brands’ current efforts, is that there typically are barriers between the content and product page, creating a more challenging commerce experience.
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New technology, however, is helping to address this challenge. SHOPBEAM recently introduced AdShops, a suite of advertising tools that make digital banner ads shoppable directly on a publisher’s site. The company already has two key media partners, Condé Nast and Penske Media Corporation (PMC). Allure recently rolled out an ad for Gucci brand perfumes and cologne on its web site.
Apparently, there has been a “groundswell” of activity both in the publishing and advertising worlds to bring content and commerce closer together, according to Jimmy Donlon, SVP Business Development of SHOPBEAM. “All parties are working more closely together to build these content marketing programs."
Through the SHOPBEAM platform, retailers and brand advertisers can develop a content program that is editorial in tone but also shoppable, Donlon explained. "Products can be purchased right on the publication page, giving consumers the opportunity to buy products where they’re most inspired to do so – in the moment."
When a consumer hovers over an image within a sponsored story or native ad, "we serve more information about the brand, product name and price, and a light box appears which you can open and then enter the shopping experience,” Donlon said. “Consumers can navigate, zoom and see different variants of products just like shopping directly on the brand’s site."
Even better, the publication shopping cart is universal, so all sites that use the SHOPBEAM technology can make consumers’ carts accessible as they venture across the web.
What are your thoughts on this technology? How do you believe it will help advance content marketing in retail?
