Interviews, insight & analysis on digital media & marketing

InMobi Commerce enables industry-first Shoppable Video for retailers

InMobi has launched InMobi Commerce, a suite of product discovery and monetization solutions for retailers and ecommerce companies. InMobi Commerce brings industry-first shoppable videos to retailers, helping them create high-impact video shopping experiences, moving immersive product discovery from social platforms back to their owned channels.

InMobi Commerce features an end-to-end, video-led discovery and monetisation retail media platform which debuts three innovative ad experiences: shoppable video showcases specific products that consumers can purchase directly from within the video at different touchpoints in the shopper journey; sponsored live influencer video drives additional consideration by leveraging micro influencers; while Sponsored brand video builds awareness among new users and enables retailers to capture top of the funnel awareness.

Abhay Singhal, Co-Founder of InMobi Group and CEO of InMobi Ads, said: “Video-led discovery and monetisation solutions help retailers bring experiences that consumers want and brands need. We’re leveraging our 15-year history of building high-performance advertising and monetization solutions to help support retailers reach and monetize audiences. Blending programmatic media with dynamic sight, sound and motion helps retailers reach the true value of their media, data and consumer access. InMobi Commerce provides retailers and brands the tools they need to enrich storytelling and drive effective shopper engagement in a brand-safe environment.”

Fuelled by the Covid-19 pandemic, consumers have dramatically shifted product discovery and purchases online; in fact, eMarketer predicts that ecommerce sales in the U.S. will exceed $1 trillion for the first time in 2022 and grow exponentially in the coming years, topping $1.6 trillion by 2025. However, retailers continue to lose consumer browsing time and product discovery on their owned channels to social platforms, leaving retailers to own only the transaction. Sophisticated retailers are reframing their commerce operations, turning their websites into major media platforms to better leverage their first-party shopper audience data and capture larger advertising budgets. Additionally, eMarketer predicts retail media advertising spend will exceed $52 billion in 2023.

Ivonne Kinser, Vice President of Marketing and Innovation at Avocados From Mexico, said: “The most progressive brands are moving away from the traditional separation between brand and performance and closer to a seamless integration of both. I’m thrilled to see the InMobi’s commerce technology leading the way towards a new form of video-led, sales-driven branded storytelling that is so critical for brands like ours that are embracing new ‘brandformance’ approaches.”

Supporting all retail verticals–including consumer packaged goods, consumer electronics as well as apparel and beauty–InMobi Commerce helps retailers successfully capitalize on the growing retail media market opportunity. Leveraging InMobi’s deep ad tech expertise, InMobi Commerce provides a supply-side platform for retailers to offer premium ad space and connect brands with high-intent shoppers as they research, browse and shop online.

Elizabeth Marsten, Senior Director of Marketplace Strategic Services at Tinuiti, said: “To compete with the other rich media environments that consumers expect online, retail media must go beyond static keywords and sponsored brands ads and offer people what they’ve come to expect from their online experiences: dynamic and emotive video, and ways to engage and interact and even create content.”