Shoppable Media Explainer 2024

Will the Success of Social Commerce Spread to Other Channels?

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?

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

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First Published on Feb 2, 2024


Blake Droesch


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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