Shoppable Media Explainer 2024

Will the Success of Social Commerce Spread to Other Channels?

Report by Blake Droesch  | UPDATED: Feb 6, 2024
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Executive Summary
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Table of Contents
Executive Summary
The shoppable media ecosystem continues to grow
Retail media experts are betting on shoppable video, but consumer adoption has yet to spread beyond social media
Will shoppable media catch on with consumers?
Sources
Media Gallery
About This Report
What is shoppable media and which formats have the most potential?
Topics
Retail Ecommerce Sales
United States
Table of Contents
Executive Summary
The shoppable media ecosystem continues to grow
Retail media experts are betting on shoppable video, but consumer adoption has yet to spread beyond social media
Will shoppable media catch on with consumers?
Sources
Media Gallery

Shoppable media formats are becoming available across different media and advertising channels, from social networks to connected TV. But will consumers want to buy products via media they consume?

Key Question: What is shoppable media, and which formats are most likely to drive ecommerce sales?

Retail Media That Ad Agency Professionals Worldwide Think Will Be the Next Frontier, April 2023 (% of respondents)
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Key Stat: More than half (57%) of ad agency professionals believe shoppable video content will be the next frontier for retail media.

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Table of Contents

  1. Executive Summary
  2. The shoppable media ecosystem continues to grow
  1. Retail media experts are betting on shoppable video, but consumer adoption has yet to spread beyond social media
  2. Will shoppable media catch on with consumers?
  1. Sources
  2. Media Gallery

Charts in This Report

Retail Media That Ad Agency Professionals Worldwide Think Will Be the Next Frontier, April 2023 (% of respondents)US Shoppable Media Buyers, 2021-2027 (millions, % change, and % of digital buyers)
How Interested Are US Adults in Shoppable Commerce*? (% of respondents, by demographic, Dec 2023)US Pay TV Viewers vs. Ad-Supported Video-On-Demand (AVOD) Viewers, 2019-2027 (millions)
US Retail Media Connected TV (CTV) Ad Spending, 2023-2027 (billions and % of CTV ad spending)Social Media and CTV are Top Media Destinations for Food and Beverage Discovery
Connected TV Ads Don't Drive Immediate Purchases, but Neither Does Social Media Content

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First Published on Feb 2, 2024

authors

Blake Droesch

Contributors

Sky Canaves
Senior Analyst, Retail & Ecommerce
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Brian Lau
Forecasting Analyst
Amy Rotondo
Director, US Research

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