ActivationGallery
Shoppable Media Having watched activity increase over the last year (and even further back) Institute editors put the spotlight on “shoppable media” for this month’s gallery. Going beyond the retailerdriven media promotions on which our industry has been focused, shoppable media encompasses digital ads and promotional messaging outside of retailer websites and other assets. These ads may appear on third-party consumer websites or apps or in emails, social media posts or the websites of brands. Their defining characteristic is a mechanism (“where to buy” or “available at ...”) that directly links viewers to a method of product purchase. Many more shoppable media activations, as well as numerous retail media activations, are showcased in the image vault at P2PI.org.
Sanofi’s Allegra ran a digital banner ad on consumer websites (pictured: historical movie review site RogerEbert.com) in February promoting its “non-drowsy” allergy relief as “unlike” rival Zyrtec (Johnson & Johnson). A “Buy Now” button linked to Allegra.com, where a clicker from Norwalk, Connecticut, was first greeted by additional product information but then given “Where to Buy” options (through brand commerce platform PriceSpider) from Walmart, CVS, Target and Walgreens.
L’Oreal USA sent emails to L’Oreal Paris News subscribers promoting the new Elvive Total Repair 5 product and its availability at Walgreens. “Shop now” links directed consumers to the e-commerce section of Walgreens.com for purchase.
May 2021
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Utz Snacks tapped into March 14’s designation as “National Potato Day” with an email offering free shipping on all orders placed on UtzSnacks.com, a directto-consumer website selling the company’s products in bulk packages (like a 60-count “Variety Box” of 1-ounce bags).
Procter & Gamble’s Head & Shoulders in early March used a sponsored Instagram post to tout the fact that the brand is “clinically proven” to deliver “Up to 100% Dandruff Protection” (while failing to mention the lower level of that range). A “Shop Now” button linked to a landing page (operated by e-commerce enabler MikMak) that invited viewers to “check out” via Target, Kroger, Walgreens or H-E-B.
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