How Shoppable Videos Skip to the Mid-Funnel

Shopping bags next to the words how shoppable videos skip to the mid-funnel

Not long ago, the most engagement brands could expect from consumers on their videos was the SKIP AD button. (According to IPG Mediabrands’ Media Lab, 65% of users skip pre roll ads the first chance they get). They’d see a model in that gorgeous necklace along with some brand name and think very little of it on their way to content.

But interactive, shoppable videos bring a new layer to the experience that nudges consumers down the marketing funnel by presenting selling points for them to consider on screen, and the data shows they might be sticking around for it long after the 30 seconds are up. 

When reviewing the data, here’s what we’ve found:

  • The top 3 categories utilizing interactive, shoppable videos are Style & Fashion, Health & Fitness, and Shopping. 
  • Categories like Style & Fashion adopted interactive, shoppable videos early and are seeing strong click rates—and other verticals are joining in. 
  • The engagement with interactive and shoppable objects in video is skyrocketing, demonstrating the power of OLV in the mid-funnel.

Savvy brands turn to video for the mid-funnel

Utilizing our patented machine-learning technology to display KERV’s pixel-edge glow over the video, brands provide consumers with deeper information on the product—shortening their path through the funnel. Whenever Busy Phillips comes on screen to gush over the new day cream from Olay, consumers can scroll over to the jar for an in-video image, text box with information and a link with a direct path to purchase. 

Consumers are treated to additional value props—like the name, ingredients, and a link to purchase— and brands are treated to all the precise metrics of the experience down to the half-second. 

But if you’re only hearing about this now, then you might have some catching up to do. 

Performance for interactive, shoppable video grows year over year

Back in the first quarter 2021, Style & Fashion took up nearly half of interactive, shoppable video volume. This is fairly predictable due to the shoppable nature of the vertical. How many times have you seen a stunning dress on the red carpet and wished you could learn everything about it? 

Now, however, other categories are ramping up their use of interactive, shoppable video. 

  • Only 10 categories were utilizing interactive, shoppable videos in 2021 Q1, but this number has increased 70% as of this past quarter. 
  • Categories with less of a shoppable implication, like Family & Parenting, have been reaping the benefits of interactive, shoppable videos with click rates over 15% in Q1.

And the growth doesn’t stop there. In 2022, the overall impressions accumulated by KERV-powered video increased by over 1200% when compared to the same period of time a year prior. Despite this massive growth, our average click rate also rose over 56% from 0.57% to 0.89%—the opposite of what you’d expect with such a steep jump in volume. 

It’s clear that not only are brands leaning into this new format and the new opportunities it affords, but consumers are too. And they’re interested in exploring deeper with digital video ads when the opportunity is available to them. 

Interactive, shoppable video creates dimensional user journeys 

The upper-funnel is all about making a strong impression, and interactive, shoppable video clearly achieves this. But what’s more is that KERV’s 20+ proprietary metrics uncover object-level data that reflects attention and consumer behavior—information that brands can use to power more relevant, mid-funnel experiences and more directly correlate performance to ROI and business results. 

As consumers navigate through video, we can see how many users click on the scene and toggle through the frame, as well as deliver data on the Object Highlights—the times a user simply hovers over an object to explore for a qualified amount of time. We call this aggregation of data the Dimensional User Journey—our take on the traditional marketing funnel, but demonstrated through interactive and shoppable video.

Remember, these objects are where the audience is being presented the additional value props you can’t get from traditional video ads—the carat count of a necklace, the material of a dress, and the price and availability of the latest pair of shoes. Again, the data show consumers are leaning in. In Q1 of 2022, we saw an increase of over 3,000% in our Object Highlights across verticals, compared to Q1 2021. 

That’s millions and millions of instances of consumers hovering over those objects within videos to learn more about a brand’s offerings. Does this still sound upper-funnel to you?

Interactive, shoppable videos find the shortcut to the mid-funnel by giving the audience a chance to learn more about the brand while simultaneously introducing it. And the Dimensional User Journey tells us the audience is open to it when given the chance. By letting them decide how much they want to engage, we create a more optimized journey that bridges the gap between brand and consumer. 

But our own journey through the benefits of interactive, shoppable videos is only just beginning. We’ll be taking a deeper look at the Dimensional User Journey metrics as Mid-Funnel May continues. Stay tuned!

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Devin Monds
Head of EMEA Sales

Devin is a dedicated and experienced media sales professional with over 15 years in the digital media space in both North America and EMEA. He most recently headed up the International Team at Adludio, the premier advertising platform for delivering strong creative on mobile devices. Prior to his role at Adludio, Devin worked on the Global Brand Partnerships team at CAA Sports in London, and was International Sales Director at LoopMe where he built out the US West Coast Sales Team from Los Angeles. With a proven track record of new business development and revenue generation, Devin has a multitude of solid relationships with brands and agencies, globally.

He relishes the opportunity to engage with new clients on a daily basis, in order to identify tailored solutions that can drive their desired outcomes. Furthermore, he takes pride in his culinary skills, often experimenting with new recipes and delivering delectable results.

    Brad Quinn
    VP of Publisher Development

    Brad Quinn is the VP of Publisher Partnerships based out of our NYC office. He has over 15 years of experience across Agencies, Publishers and Tech. At KERV, Brad leads the Partnerships team focused on content providers and distributors. He integrates KERV’s tech capabilities across ads and content to create a real‑time interactive/shoppable experience.

    David Knight
    VP of Engineering

    Before joining KERV in 2018, David Knight spent over 31 years building software products for large corporations like IBM and Schlumberger, 3-person “garage” startups and everything in between. He’s spent the last 15 years discovering and refining the tools, development process, and necessary culture that create great Engineering teams capable of meeting the special demands of technology driven startups.

    Dan Bloomfield
    VP of Technical Ad Operations

    After spending time living in New York and working for NBC Universal’s first digital operations team Daniel moved to Austin in 2009 to further pursue ad tech. During the next decade, he built a career working on interactive video first for Sizmek and then Nexstar. He immediately jumped at the idea to work for KERV and was one of the first to join the company in 2017.

    Creed Pettit
    SVP, Head of Partnerships

    Creed Pettit is an entrepreneurial sales executive offering experience in all aspects of solutions selling, team management, negotiation, organizational leadership, go-to-market strategies and momentum driven models. Prior to joining KERV, Creed served as Media & Entertainment Vertical Sales Leader, Global Business Solutions at TikTok.

    Karen Germ
    VP of Marketing

    Karen Germ is a seasoned marketing and communications professional with a nearly 15‑year history serving in leadership roles across the advertising and technology landscape. Most recently, Karen served as OAAA’s VP of Marketing where she implemented industry leading initiatives to elevate and promote the power of OOH for advertisers, agencies, partners and consumers. 

    Ryan Schoenfeld
    VP of Digital Strategy

    Ryan Schoenfeld’s career started as an intern at a smaller digital media agency while attending the University of Texas. Since then, he has spent over 15 years working in the programmatic advertising/video space.

    Bill Roberson
    VP of Media

    Bill Roberson has worked in the digital space for over 17 years, spanning Media Buying, Ad Operations, Analytics and Optimization, Account Management and now Creative.

    Grant Gorton
    VP of Creative

    Grant has been with KERV as VP of Creative for over 5 years, and has worked as a designer and creative director at agencies and media companies for the last 17 years.

    Michael Fleischman

    Michael Fleischman serves as the CFO at KERV Interactive in addition to being an Executive Residence at Progress Partners, a Merchant Investment Bank and Venture Fund. Prior to KERV Interactive, Michael was the CFO and current Board Member at Digital Remedy, a privately-held media execution company supporting agencies, publishers, and brands in navigating the complex adtech landscape of digital success.

    Previous to Digital Remedy, Michael spent 20 years at Cablevision and Rainbow Media Holdings during which he was instrumental in the launch and management of multiple regional sports networks and a number of national cable networks including American Movie Classics, Bravo, The Independent Film Channel as well as the structuring of partnerships with companies including Liberty Media, NBC, Fox/NewsCorp, and MGM. 

    A native of the New York City area, Michael resides with his wife where he enjoys biking, tennis  and spending time with his wife and three adult children.

    Taylor Pate

    Taylor Pate serves as CTO at KERV Interactive. Taylor’s experiences in the advertising and creative industry spans 14. He began his career in 2008, working as a designer, animator and art director specializing in the design and production of interactive art. Early in his career, he created 3D character animations and tools for best-selling video game series The Sims while working at Edge of Reality, who developed video games for Nintendo 64, GameCube, PlayStation and Xbox.

    In 2012, Taylor made the shift to work in-house at an online advertising and media services agency, LIN Digital, where he was promoted multiple times in a four-year span. He worked on a variety of online, interactive projects for clients while also developing and automating internal tools and processes. Taylor then spent the next two years working as the director of engineering at multi-platform digital media company HYFN Local, a division of multi-billion-dollar corporation Nexstar Digital LLC.

    Jay Wolff

    Jay Wolff serves as Chief Revenue Officer at KERV Interactive, leading global revenue and partnerships, in addition to being the Executive Vice President of 212 NYC, New York’s leading organization for the digital advertising industry. 

    Jay’s expertise in revenue and partner growth in the advertising industry spans 19 years. Most recently, Jay served as CRO of Varick Media, and Chief Growth Officer at Boostr, the first end-to-end SaaS revenue management system for media companies. Previously, as Regional Vice President of SambaTV, Wolff built the revenue organization and east coast market from the ground up. 

    Prior to joining SambaTV, Wolff served as Vice President of agency and brand partnerships at PulsePoint; instrumental to the merger of ContextWeb and Datran Media.

    Jay holds a BS in Marketing from Syracuse University and a Certificate of Management from the University of Chicago. He resides in Rye Brook, NY with his wife and daughter, Olivia. 

    Dan Bienenfeld

    Before co‑founding KERV in 2017, Dan Bienfeld spent the previous 35 years founding six start‑ups in various verticals such as publishing, licensing, med‑tech and ad‑tech. Within these companies, he enjoyed two meaningful exits, which provided him with the ability to continue his passion as an entrepreneur. 

    Aside from bringing together ‘Rock Star Talent,’ his main focus has been raising over $50M, primarily for the startups identified above, as well as creating strategic partnerships. Currently he lives in Westlake Village, CA with his wife and two kids. In addition to his entrepreneurial journey, he also enjoys working out, traveling and an addiction to sushi.

    Gary Mittman

    Gary Mittman brings more than 30 years of experience in technology and direct marketing, as well as substantial experience in building startups to exit with creativity and agile development. Before starting KERV, he held numerous top‑ranking leadership roles, including Founder & President of Nami Media (which was acquired by Lin Media/Nexstar Media Group), CEO & Founder of Marina Communications (also acquired), and Vice President of New Business Development, Direct Response at Western International Media (now Initiative Media).

    Gary also brings a decade of experience in the entertainment industry, including managing all booking for New York City’s premiere performance night club, The Ritz, as its Executive Manager and Booking Agent, Executive Producer of the MTV concert series ‘Live At The Ritz’, a Professional Manager at Chappell Music Publishing, and started out as an Assistant to legendary Clive Davis at Arista Records.

    Andi Fenster

    Andi Fenster went into the profession of Human Resources 30 years ago, because she believed from a young age that the way you treat your employees is what you get out of them. Her goal as an HR professional has been to help create the type of work environments that inspire folks to want to come to work. She is also a Management/Leadership/Career Coach and her focus is optimizing humans focusing on the mind‑body connection. 

    “We, each, have tremendous potential and the abilities to level‑up if we choose to understand how to get the support we need to get us there. Helping talent thrive and helping them create success is my reason for doing what I do.”

    Marika Roque
    COO & Chief Innovation Officer

    Marika Roque is a top expert in digital media, data and organizational infrastructures recognized with over 15 years of professional leadership experience. Previous to KERV, Marika worked as the vice president of digital operations for Mass2, a division of multi-billion-dollar corporation Nexstar Digital LLC. Prior to Mass2, Marika served as vice president of digital media activation at LIN Digital.

    Marika has held senior-level positions for leading advertising agencies in the Austin, Texas area including Sizmek and GSD&M. She also spent years in Chicago working for FCB Global and Starcom MediaVest Group. While at Starcom, Marika was recognized for her involvement in the creation of the first agency-side programmatic pipelines and what the industry now refers to as an agency trading desk.

    Marika holds a Bachelor’s in Advertising from The University of Texas at Austin, which she achieved while also participating as a former D1 collegiate athlete.