By John Mowat

If you’ve had anything to do with digital marketing over the past five years or so, you’ve no doubt been told that video is about to change the face of advertising forever – but so far, it hasn’t quite happened in the way we’ve been promised.

However, as internet speeds improve and video ads become more commercially viable, that could all be about to change. In fact, research suggests that video will soon account for a whopping 82% of all consumer Internet traffic and if the latest trends are anything to go by, then it’s only a matter of time before video becomes the dominant online advertising format.

If you’re still not convinced by the power of video, then consider the fact that some of the world’s largest companies are claiming that it already provides a better return-on-ad-spend than traditional display. And now, interactive, ‘shoppable’ video ads are poised to make video an even more enticing prospect for advertisers and audiences alike.

Clickable content

Online video advertising has historically been a ‘passive’ form of marketing; much like traditional TV advertising, the audience are presented with a video, they watch it, and that’s essentially where the exchange ends. From there, it’s up to the consumer to reach out to the advertiser and make a purchase – frankly, it’s all a bit ‘twentieth century’.

However, shoppable video ads promise to turn video advertising on its head by making a once passive format into an interactive one. This new breed of video ad contains dynamic, clickable links within the video itself, which can lead either to tailor-made product landing pages, or even to an integrated shopping basket, meaning the purchase can be completed there and then.

This benefits advertisers in two ways. Firstly, it capitalises on user intent ‘in the moment’. With shoppable video ads, there’s no ‘cooling off’ period, which means the audience are far less likely to change their minds, forget about the ad, or worse, buy a similar product from a competitor. Users see something they like, click on it, and voila – the transaction is completed. This also benefits the consumer by streamlining the buying process and…