PARTICIPANTS
-Sharb Farjami, CEO, GroupM
-Julie Haleluk, global head, growth, Amazon Shoppable Videos
-Catherine Lautier, VP, global head of media, Danone
-Moderator: Alison Weissbrot, Campaign US editor-in-chief
The confluence of shopping and entertainment is transforming how advertisers are able to connect with consumers on TV screens and turn those interactions into conversions. These capabilities are scaling quickly from home-screen ads and commercial overlays into more seamless viewing experiences.
In April, Amazon launched a shoppable FAST channel on Prime Video and FreeVee for Amazon Live, enabling consumers to shop directly from the TV screen as they watch creators such as Lala Kent, Kandi Burruss and Paige DeSorbo.
During this panel, one of the first to take place at the 2024 Cannes Lions International Festival of Creativity, an esteemed trio of leaders spoke about approaching consumers with a lean-forward behavior in a traditionally lean-back environment.
Changing behaviors
Entertainment, commerce and technology are converging to enable new ways for consumers to interact with content. In turn, this is changing the way consumers shop.
“Creators have become fundamental to the modern shopping journey, enabling customers to discover, learn about and engage with products,” said Amazon’s Julie Haleluk. “This opens up new opportunities from both a technology standpoint, with innovations such as shoppable video, and an experiential one — enabling brands of all sizes to connect with customers in novel ways."
This shifting media landscape and innovative technology “shortens the opportunity between impression to action,” explained GroupM’s Sharb Farjami. “Ultimately, that's what consumers want. Whether or not it’s delivered as a pleasant experience is the opportunity for us as an industry.”
Meanwhile, the shoppable video space is collapsing funnels.
“You’re leveraging creators to inspire, have consumers discover products, categories and brands, and shop right away,” added Danone’s Catherine Lautier. “That entertainment triggers new behavior, encourages consumers to try new products and formats for the very first time.”
Engaging with shoppable
While the format is experimental, it’s “a great way to drive attention and to measure straight off-the-bat if it's recruiting new people to our categories and our brands,” said Lautier.
“Shoppable video enables rethinking measurement entirely,” suggested Haleluk. “From upper-funnel metrics, such as views and engagement, through to new to brand sales and conversion rates."
GroupM partnered with Amazon Live on a Fast channel to help brands develop new shows, tell deeper stories and connect with customers in novel ways.
The channel’s shop-the-show technology “allows for seamless connectivity between the device in your hands and what you're watching,” noted Haleluk. This synchronized companion experience offers new brand possibilities, builds on consumer behaviors and reduces friction.
“The U.S. market is now second only to India in terms of social shoppers and 75% of people are watching TV with a mobile device in their hands,” reported Farjami, noting that shoppable video helps meet consumer demand.
Danone's partnership with Amazon Live features Gen-Z creators conducting livestreams to highlight the benefits of and tips for using its line of Silk products.
Pushing boundaries with creators
Danone’s About Silk show on Amazon Live features a Gen Z creator conducting livestreams, offering tips and having honest conversations about switching to plant-based products.
“It's driving awareness because it's standing out as a fun experience that people want to watch versus an ad,” noted Lautier. “It's driving inspiration and a sense of discovery of this new product that’s cool. It's [reassuring people that they are] able to ask in real time all the way to shopping, which is inspiration to act on it spontaneously. It is a completely different way of recruiting people to our brands and our categories.”
And creators are critical to this new shoppable experience.
“Authenticity is crucial for creators and content to resonate,” Haleluk said. “Creators have the opportunity to make a one-to-many relationship feel one-to-one, where customers truly feel seen and understood.”
The industry is at “a tipping point with the opportunity to collapse the funnel,” opined Farjami.
And as brands test out shoppable video, it’s important to remember that authenticity will enable deeper storytelling and customer interactions.
“Think about the impact of integrating different tactics to create a seamless brand experience,” advised Haleluk. “And rethink measurement approaches while being open to embracing innovative new formats. It requires a new way of thinking for brands — one that enables them to genuinely connect with customers and facilitate two-way conversations in fresh ways.”
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