Learn how Shoppable Ads are driving conversions and redefining retail media. Discover how interactive formats across CTV, video, and display bring shoppers closer to the point of purchase.
Retail media is now one of the fastest-growing ad channels. According to eMarketer, U.S. commerce media spend will exceed $67 billion in 2025, and off-site formats, like shoppable CTV, are growing quickly. As the IAB’s Retail Media Measurement Guidelines highlight, one of the key aims of retail media is to connect ad exposure to real-world outcomes to link exposure data with transaction data to better understand media effectiveness.
We recently expanded our Shoppable Ads offering to all retailers, advertisers, and media agencies worldwide with a simple goal: to bring shoppers closer to the point of purchase through formats that merge creativity and commerce across CTV, video, display, and mobile.
But to understand why this matters, let’s take a step back.
Shoppable ads act as the bridge between media and commerce. They’re interactive ad formats that let people buy products directly within the ad, whether that’s a clickable video overlay, a QR code on a connected TV screen, or a product carousel in a social feed. Instead of sending users somewhere else to complete a purchase, shoppable ads turn inspiration into action right where attention is highest.
Shoppable ads capture consumers when attention is high and interest is already sparked. Whether it’s a QR code on CTV, a carousel in a social feed, or an overlay during a livestream, they remove friction and make the path to purchase effortless.
Our research confirms just how effective this can be: adding shoppable product carousels to ads increased attention to the brand name by 9%, improved understanding of product pricing by 30%, and boosted comprehension of advertised products by 53%. In other words, shoppable ads don’t just look more engaging, they help people absorb information faster, remember the brand better, and move from inspiration to action in one step.
They’re not just a conversion tool; they’re a powerful format for audience extension. By activating shoppable creatives across the open web, brands can retarget shoppers who’ve already engaged with onsite campaigns and reintroduce them to products in more dynamic, purchase-ready environments.
This drives a full-funnel effect: onsite ads convert, while off-site shoppable ads recapture attention and bring users back with stronger intent. Because the format is interactive and directly linked to product pages, it delivers higher engagement and click-through rates than standard display or video.
Shoppable ads turn retail media into a measurable and actionable channel, driving not just awareness but actual conversions. They sit closer to the point of purchase, where intent is strongest. Because people can click, scan, or tap to buy directly, every interaction can be tied to actual sales data. This creates a clear feedback loop between exposure and transaction, helping brands understand exactly what’s working. Studies show shoppable formats can deliver conversion rates up to three times higher than traditional display or video ads.
To fully unlock this potential, data collaboration between retailers and brands will be critical for scaling audience extension responsibly, ensuring relevance for consumers while protecting data privacy. As adoption grows, the line between entertainment, advertising, and commerce keeps blurring.
At Equativ, we view this shift as part of a broader movement toward smarter, more connected retail media experiences driven by data and interactivity. Reach out if you’d like to explore how shoppable formats could fit into your strategy.
Summary
As a Product Marketing Associate in our Paris office, Diva supports the product marketing team with a focus on supply and emerging channels. She is also pursuing a Bachelor's in Business Administration and Management at ESSEC Business School.
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