The coronavirus chronicles: is shoppabiliTy The buzzword for 2023?

PR Matters

By Millie F. Dizon

n Rico Blanco Releases ‘PaliBot liBot’ music video with a touch of humanity MANILA, PHILIPPINES—Acclaimed singer-songwriter/producer Rico Blanco explores sci-fi themes in the music video of “Palibot libot,” his current single under Sony Music Entertainment.

Helmed by Cris Escolano and Rico Blanco himself, the visuals present a story of humanity in a world completely engulfed by hopelessness.

The MV stars Rico Blanco, model Tuti Pon, and “The Entity,” a robotic figure created by Richard Somes.

OMNICHANNEL. Unprecedented Times. Metaverse. These were some of the buzzwords of new years past that seemed to give us a glimpse of the future. Innovative and inspiring, these were concepts we were eager to embrace and follow.

In an article Learn the Buzzword of 2023 Now Before It's Too Late in Inc.com, Corey Weiner believes that Shoppability will be the buzzword of the year.

w h at is shoppability?

S HOPPABLE a ds, says Weiner, have been around for the better part of the decade but exploded in popularity over the last two years during the pandemic. The goal of every shoppable ad is simple: Make the distance between the ad and purchase as short as possible. The easiest way to do this is

According to Tuti, she had fun playing the female lead and embracing the intricacies needed to pull off her character convincingly.

“It was definitely a new experience for me and I’d do it again if I got a chance.”

Production Designer Justine Arcega-Bumanlag expressed enthusiasm for working with the team and conveying the fantastically imaginative vision of the material. She shared, “For this, Rico Blanco was aiming for a classic-looking music video that stands the test of time. He wanted to veer away from CGIs, so we started building a set that looks like wreckage from an unknown planet, and using it all throughout the time.

The song, which reflects on the uncertainty that thrives between friendship and relationship, was inspired by one of the characters in add-to-cart functionality built directly into the ad. If a consumer puts a product in their “basket,” naturally there’s a much higher chance they will purchase the item. s h oppable social media

Shoppable ads are an extremely valuable tool to gain lifetime customers.

So why will shoppability be the buzzword of 2023? Weiner believes that soon, every single ad you see will be shoppable in a seamless manner, whether it's on mobile, desktop, or connected TV.

I N 20 21, Instagram launched its Reels and Shop tabs to a) compete with TikTok and b) make it easier for users to discover new products directly on the app. Instagram “shoppified” its Reels by allowing product tagging so people can buy products directly in the videos.

TikTok and Facebook offer the same check-out experience: a series that he filmed in La Union last year. With its storytelling “anchored precariously on someone’s steadfast devotion,” albeit a one-sided one, the song minces no words about the reality of love. It’s not always synchronized. It comes with complications, but that’s the beauty of it. n PhiliPPines wins destination catego Ry in Routes a sia 2023 CHIANG MAI, THAILAND—The Philippine Department of Tourism (DOT) was named winner in the Destination category of the prestigious Routes Asia 2023 held recently in Thailand.

“Palibot libot” will be part of Rico Blanco’s fourth studio album to be released under Sony Music Entertainment.

The Philippines bested three when a user sees a product they like in their feed, stories, or a sponsored ad, they can complete their purchase using the in-app browser without ever leaving the app. It's a win-win for both brands and social media giants. s h oppable c o nnected tv

Weiner says that in 2023, expect social media sites to take a few more pages out of Amazon's book re: shoppable ads. For example, Instagram is planning to add a feature in their shoppable ads that let consumers view recent product reviews while considering a purchase.

C ON NECTED T V is an umbrella term that encompasses any device that connects to your TV in order to support streaming channels (think Roku, Amazon Firestick, Apple TV, and even Xbox). Ad formats like scannable QR codes and pause screens—ads that pop up on the TV screen when a person pauses other countries, namely, the Japan National Tourism Organization, Ministry of Tourism Indonesia, and the Singapore Tourism Board for its persistence, “in its efforts to partner with airports and airlines to reinstate discontinued routes and secure new air services. It has done this through marketing efforts locally and globally, regional travel exchanges and business-to-business meetings, joint campaigns, international roadshows, and familiarisation tours for agents and media,” Routes Asia announced.

“We are immensely delighted and proud of this award for the Philippines recognizing our government’s efforts at transforming our tourism industry through connectivity and convergence,” said DOT Secretary Christina Garcia Frasco.

“Under the administration of President Ferdinand R. Marcos Jr., their show—took advantage of dual-screening users. After all, it's pretty seamless to beam an ad to a person’s phone so they can peruse a product while their TV show resumes playing. But it's not quite shoppable. w h at to expect in 2023

In June, Roku announced a US partnership with Walmart to create shoppable ads that users can purchase directly on their Smart TV. All the user has to do is press “ok” on their remote and boom—they’re at a checkout window with their payment details already populated. It’s a little dystopian, but as digital advertising continues to hone in on serving the most relevant ads to consumers, odds are that the consumer will be interested in the product.

W E INER says that shoppable ads are primed to become even more of a staple in marketers’ arsenals for 2023. Whether you're a the Department of Tourism has identified the enhancement of connectivity as an essential pillar to strengthen Philippine tourism as a whole. Thus, the effort has been towards collaborating with our key partners from the public and private sectors to ensure the resumption and addition of flights, the enhancement of gateways, and the improvement of the overall tourist experience,” added Frasco.

Meanwhile, the multi-awarded Mactan-Cebu International Airport Corporation (GMCAC) bagged another victory for the Philippines emerging as Asia’s Best Airport in the under 5 Million Passenger Category. According to Routes Asia, the GMCAC “has always taken a two-pronged approach to route development: airline marketing to create supply and destination marketing to ensure the sustain - ability of its airline partners’ presence and address the demand for air services.”

Fortune 500 brand or an avid social media user, you’ll be seeing a lot more buzz around this ad format. And in the connected TV space, look out for more exclusive partnerships a la Roku and Walmart as more retailers jump on the shoppable TV ads bandwagon.

PR Matters is a roundtable column by members of the local chapter of the United Kingdom-based International Public Relations Association (Ipra), the world’s premier association for senior professionals around the world. Millie Dizon, the senior vice president for Marketing and Communications of SM, is the former local chairman.

We are devoting a special column each month to answer the reader’s questions about public relations. Please send your comments and questions to askipraphil@gmail.com.

Routes Asia is “the only route development event dedicated to Asia Pacific, the event will provide a platform for the region’s airlines, airports, tourism authorities and aviation stakeholders to meet, share best practice and come together to develop network strategies and ensure future air service development across Asia Pacific with over 600 new air services across Asia Pacific are connected to meetings at Routes events” per the Routes Asia web site. International air seats to the Philippines are projected by the Official Airline Guide’s (OAG) Database to reach 16.1 million by the end of the year comparative to the 20.5 million registered in 2019 before the Covid-19 pandemic.