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The rise in popularity of the shoppable ad format represents a critical insight into the evolution of commerce behaviour. Analysis of aggregated iProspect Meta performance data indicates that shoppable formats are 34% more effective at driving same day sales conversions than other ad types which explains the 156% increase in client investment into these formats since 2020.

Gen Z and Millennials, usually the earliest adopters of new experiences, are accelerating this trend, with half having bought something via a shoppable ad format vs only 38% of all adults. What’s more fascinating than this observed performance of a new ad format, though, is the behaviour it represents.

The ultimate objective of any retail campaign – the sale – is evolving from an active sit forward behaviour to a passive sit back one. No longer do we need to make time to transact. Technology has broken down every barrier; we carry our identification, our means of payment and our delivery information with us in all digital environments and when a brand inserts a product into our experience, one click is all it takes to connect it all and send a package hurtling towards our door.

We shouldn’t underestimate the importance of this shift. Since the dawn of the digital age search has dominated the end of the journey; the demand generated from brand communications culminated in the consumer making the final move to come and look for the product they wanted. Now the expectation is changing and younger consumers expect products to come to them.

It’s not just in the moment of conversion where we are seeing new behaviours emerge. Moving your brand from the long list to the shortlist has always required a deft touch. The route to consideration always lies in frequency; reinforcing messages through repeated advertising communications in multiple environments.

Today consideration can be built instantly, but through different means. 63% of 18-34 year olds trust what an influencer says about a brand over an advert while creator recommendations remain the most valued source of branded content on social platforms5 resulting in Gen Z spending 13x more time with creator videos than brand videos.