IAB的指南针: Navigating Shoppable Advertising

购物广告趋势 & 预测

T在这里 is likely to be growth in shoppable advertising across social media, 搜索和流媒体电视. 目前, t在这里 is currently more visibility of shoppable trends within social media as social commerce is well-established in China and, 在某种程度上, 美国. 搜索 and streaming TV are currently more nascent when it comes to being able to make sales directly through these platforms, but they will likely gain traction.

Focusing on social media, the social commerce market is expected to grow from c.£428bn (gross merchandise value) globally in 2021 to c.£1.2026年1万亿美元. US social commerce sales - probably the best barometer for UK potential - are expected to rise from c.£32bn in 2021 (4% of the ecommerce market) to c.£82bn in 2026 (6% of ecommerce).

We estimate UK social commerce sales stood at c.£2.到2021年将达到40亿美元(占电子商务的2%). The UK market is less mature than 美国, which is generally prioritised when it comes to new shoppable solutions.

Assuming UK social commerce grows in a similar way to 美国, 但是稍微落后, 我们估计销售额将达到c.£6.到2026年将达到80亿美元(占电子商务的3%). Key drivers will be growth in ecommerce more generally, as well as consumer uptake of social commerce and other shoppable services.

To find out more, please see page 19 of the full report.

可购物的广告机会 & 下一步该怎么做?

Shoppable ads offer wide reach and effective conversion by removing friction in the shopping process, as well as clear attribution when ad impressions are served and transactions take place on the same platform. The potential for amplification of sales on social media is also an important factor.

随着市场的发展, t在这里 are likely to be increasing opportunities for shoppable ads and content across social media, 搜索和流媒体电视, as well as in new media experiences e.g. AR, visual search, VR and virtual worlds. 后者, 特别是, could enable engaging experiences that can support brand and performance goals.

广告商应该怎么做? & 机构做?

Advertisers new to shoppable advertising should engage with relevant platforms across social media and search, identify opportunities to complement existing advertising/ecommerce activity, and start running simple experiments.