Since video content serves as such a dynamic way to connect with consumers, brands are seeking ways for people to shop a video while they watch. A partnership between Smartzer and Puma brings one of the newest iterations of this, featuring footballer Adam Lallana talking about the newest additions to Puma's lineup. While the athlete is speaking, small annotations pop up on-screen that can be opened up to reveal more information about a product.
From this point, viewers are able to share details about that specific item on social media, or go on to make a purchase from the JD Sports website. In terms of results, this kind of shoppable video is said to result in a higher number of earnings per click as compared to other e-commerce industry standards.
Since shoppers go into the video knowing that they have the opportunity to make a purchase, the experience feels less like a marketing ploy and more like an easier way to shop if they are genuinely interested in a product.