We think every brand needs a shoppable feed, here’s why…
This week, we look at how shoppble feeds can be used to spice up your ad campaigns, capture higher engagement and maximise conversions.
In today's fast-paced digital landscape, capturing and maintaining consumer attention is a constant challenge for brands. At Cannes Lions 2024, Infillion hosted a number of talks focusing on just this - attention, and how to maximise your objectives and outcomes when you get it right. The upshot was a focus on the ongoing challenge to get the balance right between creating compelling ad creative that not only grabs eyeballs but also drives conversions - and that many still struggle to get right - often focussing on one KPI or the other at any given time. While attention-grabbing ads might generate high engagement, they often fall short when it comes to objectives focused around conversion, typically driving sales outcomes there and then. On the other hand, conversion-focused ads might see better results but struggle to stand out in the crowded online environment (think no-frills offers in the affiliate marketing channel).
So how do you bridge the gap and combine attention with purchase intent in the same marketing touchpoint? One of the answers lies in shoppable feeds. By seamlessly merging engaging visual content with shoppable elements, brands can create a powerful marketing tool that delivers both attention and conversion.
What is a Shoppable feed?
A shoppable feed is essentially a data set that can be used by a brand to create interactive assets to drive sales or enhance a shoppable experience. This could be a product catalogue for use in social media content or campaigns, a bespoke landing page with dynamically changing content or even personalised ad creative.
In the context of Adimo - a shoppable feed is a JSON file that dynamically pulls in information about a brand’s products. This information includes (but isn’t limited to) stock availability and pricing for products across a range of predefined retail partners, offline store locations and even retailer-specific offers. We then work with brands and their agencies to map these feeds across all relevant content in media plans.
Why use a shoppable feed?
Quick reactions: incorporating a shoppable feed into your always-on campaign assets means brands can react to in-market changes mid-flight without having to pause and manually update information. Adimo feeds are truly dynamic, meaning the very latest information is what audiences will see
More powerful engagement: rich media formats are the perfect canvas for shoppable feeds - the interactivity of rich media combined with the personalisation that’s achievable with Adimo feeds helps build and maintain engagement levels that convert.
Enhanced Targeting: When combined with the kinds of granular audience targeting that programmatic offers, shoppable feeds can make campaign creative even more personsalised eg. location-based information built into ad creative or highlighting offers at a user’s preferred retailer as a method of retargeting
From our extensive work making CPG marketing shoppable, we know that using rich media in campaigns can lead to 3x increases in conversion. Weaving dynamic elements into your creative to add more relevance can see this conversion uplift skyrocket even further - by as much as 500%.
Shoppable feeds in the wild:
There are so many ways brands can apply shoppable feeds to power their campaigns, but here are a few favourites of ours:
Location-based dynamic creative:
Our shoppable feed was used in this seasonal campaign for lego. Through a combination of rich media, geolocation-based targeting and live location data supplied through our feeds - users were able to see the nearest available stockist to their location.
A great way to ROPO and drive offline footfall to maximise conversion amongst highly targeted audiences using personalised ads.
Meta dynamic ads:
Meta Dynamic ads allow you to build product catalogues in the Meta platform that a brand can then use to run lower-funnel multi-product carousel ads. They differ from Meta’s own product catalogues because Adimo ensures pricing and stock availability is accurate from multiple retailers - and will optimise the feeds according to many more ways than relying solely on Meta’s own options - for example converting product or retailer appearances according to highest converting, nearest location or lowest price. These are the perfect way to promote ranges, NPDs and set up seasonal or reactive social campaigns quickly - and they run off of a shoppable feed file that Adimo provides too.
Retailer-driven retargeting:
Whether on a landing page or as part of display ad creative, Adimo’s shoppable feeds can be used to build out powerful and highly engaging retargeting campaigns based on user’s retailer preferences. When combined with Adimo dashboard data from mid-funnel campaigns, these retailer-focussed feeds can help replicate cart abandonment campaigns that lead to high lower-funnel conversion, with creative messaging dynamically changing based on retailer and price
And remember…
Our feed solutions were all created to reduce the impact or disruption to the creative journey. We know now more than ever that agencies have to keep the stakeholders across commerce, customer experience and brand experience happy, which is why our feeds were built to help tick all three boxes at once.
To conclude…
Static ads are boring. There, someone said it.
And we believe there are so many more dynamic ways to hold attention and still drive conversion
By harnessing the power of shoppable feeds, brands can inject more relevant contextual information into their ad campaigns and turn static campaigns into rich media experiences. Through applications like dynamic creative and calls to action - our clients see significant uplift in engagement rate and overall conversion.
At Adimo, we package up the data we index from retailer product pages to give brands as much flexibility as possible when deciding what data to use in their campaigns - the most commonly used variables we see are:
Store locations
Available retailers
Prices
Offers and promotions
Whilst using a shoppable feed by itself can offer all the advantages we’ve spoken about above, the biggest opportunities to collect insight happen when shoppable feeds are used alongside our shoppable media units or landing pages - offering users a way to shop effortlessly whilst measuring every commerce interaction in the journey.
To find out more about getting started with shoppable feeds or always-on campaigns with Adimo, get in touch now.