There are a few important considerations to be made in order to optimize a shoppable experience for mobile. The first is regarding the size of the video itself; while horizontal (16:9) video is great for desktop viewing, vertical (9:16) video ensures that your content is capitalizing on the real estate that mobile provides. Secondly, we turn to the size of hotspots or interaction points;  these hotspots need to be large enough so that a viewer on mobile is able to easily interact. Additionally, overlays on mobile video should have more pictures than text.

There are some important considerations to be made for shoppable content on social media. We often see shoppable content promoted using an image, video or gif. We recommend creating an enticing teaser so that the viewer knows the experience is interactive. Once viewers make a conscious decision to interact with your content, interaction rates are bound to be high.

Of course! Here are some of our favorites: Smartzer x BMW, and WIREWAX x Chop Value. Have any others you think we should take a look at? Submit them on the form below ⬇️

NBCUniversal Checkout is a great example of a seamless integration of an add to cart functionality within a shoppable video. We've seen some advancements for add to cart from WIREWAX using their iFrame API. This allows for viewers to interact with an add to cart hotspot or button in a shoppable video and have their cart seamlessly updated. Check out an example of this integration with Shopify here.

Shoppable videos can be distributed as ads in a few different ways. Some interactive video companies such as WIREWAX allow for shoppable interactive content to be distributed as ads on platforms such as Instagram and Facebook. Additionally, interactive shoppable content can be distributed via VPAID, Video Player Ad Interface. Learn more about VPAID here.

Shoppable video can be used for any vertical. We have seen great examples in retail and fashion but also in auto, food, and technology.

We gauge the success of a campaign in a few different ways. The industry norm (source: Google Benchmarks) for the percentage of viewers who interacted is 1.53%. We consider 0%-1% of viewers who interacted to be fair, 2%-16% to be good, 17%-46% to be very good and 50% and above to be exceptional. We call the time spent engaging in a product or overlay within a video the 'dwell time.' The industry norm, according to IAB, is 14.8 seconds. We consider 5-15 seconds fair, 16-29 seconds to be good, 30-50 seconds very good, and 50 seconds and above exceptional. Finally, we like to measure interactions per active viewer as a gauge of success in a campaign. Since there is no industry norm for interactions, based on our research we have determined a scale. Zero to 1 interactions is fair, 1-2 interactions is good, 2-4 is very good, and 4 and above is exceptional.