InMobi unveiled an interactive video offering to help consumers discover products, and assist brands that want to monetize the media on their website.
Launched Tuesday at Shoptalk, InMobi Commerce supports retailers and ecommerce companies through the launch of shoppable video.
It aims to move product discovery from social platforms back to the brand’s owned channels.
The suite includes Shoppable video that showcases specific products consumers can purchase directly from the video at different point.
It offers sponsored live influencer video drives additional consideration by leveraging micro influencers who add authenticity and connection with the consumer -- as well as sponsored brand video that builds awareness among new users and enables retailers to capture top-of-funnel awareness that has, until now, only been available through linear TV and connected TV.
The platform, powered by machine learning, supports all retail verticals -- including consumer packaged goods and consumer electronics as well as apparel and beauty.
Retailers are working to bring customers back to their ecommerce sites to seek inspiration. Early adopters include HP, Avocados from Mexico, and digital agencies like Tinuiti.
Ecommerce sales in the U.S. are predicted to exceed $1 trillion for the first time in 2022 and to grow exponentially in the coming years -- topping $1.6 trillion by 2025, according to eMarketer.
InMobi believes retailers continue to lose consumer browsing time and product discovery on their owned channels to social platforms, leaving them to own only the transaction.
This is forcing retailers to rethink their commerce strategy, turning websites into media platforms to better leverage their first-party shopper audience data and capture larger advertising budgets.
Ivonne Kinser, vice president of marketing and innovation at Avocados From Mexico, believes the most progressive brands are moving away from the traditional separation between brand and performance and closer to a seamless integration of both.