Shoppable ads

Shoppable ads shorten the path from seeing to buying. On social platforms, product tags in images and videos open a product page or checkout. In online video, overlays can show products with prices. On CTV, a QR code on screen or a remote-control prompt lets viewers add items to a basket, send a link to their phone or, on some platforms, buy using a stored account.

They are especially powerful when connected to retail media or commerce media data, because the platform can show products in stock at the viewer's retailer and measure purchases directly through closed-loop measurement. Interactive layers often use standards such as SIMID in video.

Metrics include engagement rate, add-to-basket and sales. Shoppable formats work best for impulse and considered retail purchases with clear products; they need accurate product feeds and smooth checkout. Scanning a QR code from a TV is still a significant step for many viewers, so measured conversion rates vary widely by audience and category.

Think of it like this

Shoppable ads are like a shop window where you can reach through the glass and pick up the item you like.

An example

A fashion retailer runs a shoppable CTV ad in the US showing three outfits with a QR code; 1.2% of households scan it, and 18% of scanners buy within a week.