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

Shoppable stills 2

“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.

“Across the luxury brands we’ve been working closely with our clients as well as global talent to deliver high-quality native video content. We believe being able to shop directly from the platform is the next stage to delivering a full 360-degree customer journey – now you can watch it, love it, click it and buy it.”

Digital strategy and commercial director at Bauer Xcel Media, Peter Manten said this move is both to improve audience engagement as well as to cater to advertisers’ needs.

“[Shoppable video] not only offers a seamless user experience but also gives our commercial partners an alternative way to engage with our audience,” Manten said.

Elle has partnered with a UK-based video production company to bring these videos and more that would be coming in the next seasons.

‘Shoppable’ video is one of the latest digital features introduced by Bauer Media to enhance advertising technology across its networks. It has signed up to ad technology platform GumGum and outstream video platform Teads.


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