• by Ray Schultz , Columnist, March 27, 2025

Specialist media firm Future has debuted enhanced shoppable ad formats designed to drive bottom-funnel performance for its advertising clients.  

The goal, simply, is to leverage shoppable touchpoints across platforms as part of a branded content experience, providing an opportunity to both publishers and advertisers.  

This is not a new idea: what gives it some plausibility is Future’s scope—it claims to reach one in three adults online in the U.S. and the UK—and its first-party data capabilities.

Brands can target readers of Marie Claire, Who What Wear, Homes & Gardens, Tom’s Guide, PC Gamer and other titles who show high-purchase intent, the company claims.  

The interactive ads allow users to explore a sponsor’s products via desktop or mobile while enjoying  premium content.

According to Future, the shoppable ad offerings include: 

• Window Shopper, an immersive carousel experience that engages consumers as they scroll, driving clicks to the advertiser’s product
• Hot Tip, which allows users to tap on any hotspot to view detailed product information
  

"Our ability to move customers through the purchase funnel is distinct, and our custom ad formats are designed to accelerate that process,” says Glenn Iceton, commercial director at Future.

Future previously introduced interactive video ads and livestream shopping capabilities with Who What Wear.

Can this blending of advertising and content work? 

It already is, to hear Future tell it. 

“As retail media networks surge, Future is leveraging our decades of experience driving consumers to action with our content,” says Matt Trotta, senior vice president of commercial at Future. 

Trotta argues that Future is applying its expertise in e-commerce “to the digital ad product experience so our clients can see meaningful performance outcomes, such as higher conversion rates from their target consumers.”

Of course, an ecommerce firm better have the infrastructure to exploit these possibilities, and to make sure that the line between content and advertising isn’t too finely drawn.