WITH AN INNOVATION WE ARE EXPANDING OUR PRODUCT RANGE IN THE E-COMMERCE SECTOR AND LAUNCHING THE SHOPPABLE VIDEO AD

Welect has developed a new online marketing solution that offers marketers the opportunity to make products accessible to the target group via advertising campaigns in a cookieless online video format: Shoppable Video Ads. The principle: advertisers can link to the respective product page via configured buttons at the moment of product placement in the advert.

Specifically, up to three call-to-action buttons can be configured in the video to offer the user a better product experience and orientation. The format thus combines online video, shoppable, cookieless and user choice. The latter means that Welect has always taken a particularly user-friendly approach and has not used any kind of cookies or identifiers since it was founded in 2016. In the editorial context of classic video advertising, users decide for themselves which adverts they want to see (choice-driven advertising). The same principle is now being applied to video advertising in the cookieless sector.

Jack Wolfskin launches campaign as shoppable pioneer

Welect's new Shoppable Video Ads solution is now available for advertisers to book. Leading outdoor company Jack Wolfskin has secured the first joint implementation of the new format. In order to awaken the spirit of adventure for ski touring in an emotional video, while at the same time making the complete outfits shoppable, the products are linked directly from the online video advert to the Jack Wolfskin shop, e.g. as Christmas presents, via the shoppable buttons. This means that Jack Wolfskin provides interested users with a smart shortcut to the online shop without any detours.

Video advertising and e-commerce plus shoppable without any user tracking: this is what the market has been looking for so far. We are delighted to have found a bold brand in Jack Wolfskin that is willing to work with us to show that this is exactly what is possible. E-commerce will play an even more important role in 2023. It is crucial for marketers to be close to the right target groups. With Shoppable Video Ads, we offer a strong video advertising product that performs from the upper funnel towards the mid-funnel and is based entirely on the approach of choice-driven advertising: users express interest in the brand in real time by selecting the advert, which we refine in the advertiser's advertising video using the shoppable function. This brings the user even closer to the brand's product.

Michael Frösler, Head of Performance Marketing at Jack Wolfskin, adds: ‘With cookieless choice-driven online videos, we use a future-oriented format in which users decide in favour of our commercial, create inspiration for the customer and complete the user-centric customer journey directly on the outfits in our online shop. We are thus combining the trends of user choice, cookieless targeting and shoppable ads in a single format. We are delighted to be realising this forward-looking case together with Welect.’