Von Bismark CEO recently caught up with M and M Global's Alex Brownsell about the future of Shoppable media
12 NOVEMBER 2014
Shoppable media: how commerce is set to revolutionise global media
Whenever former England football star David Beckham publicly strips down to his underwear, it tends to make front page news. His scantily-clad appearance in fashion retailer H&M’s Super Bowl commercial earlier this year made the headlines for other reasons: the brand claimed that the 30-second spot marked the dawn of a new age of ‘shoppable media’.
For the first time, North American viewers in possession of an internet-connected Samsung smart TV were able to use their remote control to purchase Beckham’s latest designer smalls at the press of a button. H&M described the innovation as no less than a redefining of “the power and effectiveness of television advertising”.
Few doubt the growing significance of ecommerce – in 2014, the global ecommerce market is expected to be worth around a staggering $1.5tr. Consumers have become used to shopping with laptops, tablets and smartphones. Even social media is getting in on the act: Twitter recently joined Facebook in introducing a commerce functionality for tweets.