The e-commerce scene in Southeast Asia is booming, with industries like Food & Beverage and Beauty leading the charge. Despite this growth, the approach has remained somewhat traditional, focusing heavily on directing traffic to individual retailer websites. While this still holds true, these practices are being reevaluated in the face of a relatively fresh concept: shoppable ads – a format that is well established in EMEA and North America, with giants such as Coca-Cola, PepsiCo, Nestle, Danone, Mars-Wrigley, and Heineken reaping benefits through collaborations with shoppable solution providers like Adimo.
Recognized globally for its leading shoppable marketing solutions and always-on shopping approach, Adimo is a key client of The Scale Factory (TSF).
What are Shoppable Ads?
A shoppable ad is an ad format that gives audiences the ability to browse a brand’s products and purchase directly from their retailer of choice without having to leave the ad unit to do so. The brilliance of shoppable ads lies in their simplicity and efficiency, offering a seamless transition from interest to purchase and providing an opportunity to capture demand anywhere.
Traditional e-commerce strategies often result in a fragmented customer experience, with brand and e-commerce teams vying for budget allocations. Additionally, the data gathered from these campaigns tend to offer limited insights. Shoppable ads on the other hand, present a unified solution. They work across all ad formats, be it display, social, video, email, or even out-of-home (OOH), ensuring that the customer's journey towards making a purchase is as straightforward as possible.
Advantages of Shoppable Ads for Businesses
Shoppable ads present various benefits for businesses, simplifying the customer journey from ad exposure to purchase:
Enhanced Customer Experience: By reducing the steps from discovery to purchase, shoppable ads streamline the shopping journey, significantly enhancing the customer experience. This reduction in friction is essential in a time where convenience and speed are highly valued by consumers.
Increased Engagement and Conversion Rates: The interactive and immersive nature of shoppable ads boosts engagement, keeping potential buyers interested and invested in the content. This heightened engagement naturally leads to higher conversion rates, as the barrier between interest and purchase is significantly lowered.
Richer Data Insights: Shoppable ads provide businesses with valuable data on consumer behavior, preferences, and engagement patterns. In addition, shoppable ads provide a treasure trove of retailer level insight. This information helps in refining broader marketing strategies, optimizing ad performance and improving product offerings based on real user-interaction.
More Brand Visibility: We all know that standing out in a crowded marketplace is easier said than done. However, shoppable ads offer an innovative way to capture attention, enhancing brand visibility and recognition. By offering a unique and streamlined shopping experience, brands can better differentiate themselves in a competitive market.
Integration with Social Commerce: As social platforms continue to develop their e-commerce capabilities, shoppable ads integrate seamlessly, tapping into the growing potential of social commerce including TikTok Shop. This helps brands to leverage their social media presence for direct sales, capitalizing on the platforms where their audience already spends a significant proportion of their time.
How Does Adimo Make Ad Shoppability Smarter?
Adimo’s technology harnesses the power of shoppable ads to transform the way brands connect with their consumers, turning every marketing touchpoint into a potential sales opportunity. While shoppable ads introduce efficiency and engagement, Adimo takes these benefits a step further, offering unmatched customization, insight, integration, and advanced tech features that redefine what shoppable ads can achieve.
This approach is designed to overcome the traditional challenges of e-commerce, including the gap between product discovery and purchase, unengaging user experiences, low conversion rates, and limited access to comprehensive audience data.
Streamlining the Shopping Experience
Adimo's suite of solutions empowers brands to streamline shopping experiences across multiple channels. The "Buy Now" technology, for instance, directs users to select retail partner sites to purchase products directly from various advertising formats such as display ads, video, and social media. This not only simplifies the path to purchase but also enhances the likelihood of conversion, catering to the immediate buying impulse of the consumer.
Enhanced Insights and Full-Funnel Visibility
Beyond facilitating transactions, Adimo offers valuable insights into shopper behavior. The platform collects data at each step of the Adimo journey, from ad impressions and clicks to engagement, price comparison, retailer selection, and sales conversions. This wealth of data enables brands to make informed, data-driven marketing decisions, optimizing campaigns for maximum return on ad spend (ROAS) and strengthening retail partnerships through granular, retailer-level insights.
Empowering Data-Driven Marketing Campaigns
By integrating Adimo’s commerce solutions, brands gain access to full-funnel and conversion data, allowing for a comprehensive understanding of the shopper journey. This detailed analysis helps identify which channels, media, and creative executions are most effective at driving engagement and conversions. Armed with this information, brands can tailor their strategies to focus on the most valuable elements, from the choice of retailers and products to the timing and location of ad to the audiences most likely to convert.
It's high time for brands in Southeast Asia to reassess their e-commerce strategies. The question isn't about whether to include shoppable ads in your plans; it's whether you can afford to miss out on them. The benefits are clear: streamlined customer experiences, enhanced data insights, and ultimately, increased sales and customer satisfaction. As digital marketing and e-commerce continue to evolve, shoppable ads will stand out as a beacon for forward-thinking brands looking to meet the demand for seamless online shopping experiences and stay ahead of the curve.
Are you ready to make the leap? If you’d like to learn more about Adimo and how you can start using shoppable ads in your campaigns, don’t hesitate to reach out!