Elle launches interactive ‘click-to-buy’ video series

Elle.com.au has launched the first interactive ‘shoppable’ video series in Australia, opening up a potential new ad revenue stream for the publisher.

Visitors to Elle’s website can now make a direct purchase through a retailer’s online store by clicking on the videos.

“Video is increasingly popular with our audience across all platforms and we saw an untapped opportunity to allow them to interact with the video by clicking and buying direct from the screen,” general manager of Hearst brands and Elle publisher, Marina Go said.