In an Australian publishing first, ELLE.com.au has created a series of interactive shoppable videos where consumers can click and buy direct from the screen through a retailer’s online store.
The ELLE editorial team directed and featured in the videos wearing their favourite pieces from the season, based on what is on trend, easy-to-wear and affordable. Four shoppable videos, 10 Dresses We Love Right Now, 5 Great Coats Under $200, 8 Pieces To Take You From Barre To Brunch and 8 High Street Pieces We Love, have been created.
ELLE has partnered with a leading UK-based immersive video production company to bring this experience to its readers and further videos will be produced for each new season with plenty more in the pipeline.
Marina Go, general manager of Hearst Brands and ELLE publisher, said: “Video is increasingly popular with our audience across all platforms and we saw an untapped opportunity to allow them to interact with the video by clicking and buying direct from the screen.
“Across the luxury brands we’ve been working closely with our clients as well as global talent to deliver high-quality native video content. We believe being able to shop directly from the platform is the next stage to delivering a full 360-degree customer journey – now you can watch it, love it, click it and buy it.”
Amanda Spackman, digital managing editor – luxury brands, added: “The ELLE team are always looking to enhance the content offering online. We strive to keep up with the digital evolution and continue to innovate in the market for our audience and clients.”
Shoppable video is the latest digital innovation introduced by Bauer Media. In March this year it became the first Australian publisher to sign up to GumGum, an ad technology platform that offers advertising which complement images on a web page, among others. Across its network, Bauer Media has also launched in-stream and outstream video advertising technology from Teads and opened its platform to run specialist mobile creative formats by Playground XYZ .
Peter Manten, digital strategy and commercial director at Bauer Xcel Media, said: “There is huge potential in allowing our readers to purchase direct from the screen. It not only offers a seamless user experience but also gives our commercial partners an alternative way to engage with our audience. Bauer Media continues to be at the forefront of digital innovation and shoppable video is just the latest solution we can offer advertisers.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]