News Corp Australia has launched its shoppable in-video advertising campaign with Moët & Chandon.
The Moët & Chandon campaign delivers an innovative user experience of shopping and completing the transaction directly from video and allows consumers to click or swipe to buy products featured in beautifully produced video content, without interrupting the video experience.
Powered by Vudoo’s interactive video software, the in-video shoppable ad product features on and off-platform video e-commerce and promises to revolutionise the way brands can connect with consumers, allowing them to make purchases directly within advertisers’ video content.
Moët Hennessy chose News Corp Australia’s technology to launch its new direct-to-consumer sales proposition and world-first offer of personalising Moët & Chandon champagne bottles and packaging.
News Corp Australia’s managing director, client product Pippa Leary said the company’s shoppable video ad product would allow brands to turn audience engagement into unmatched ‘buy now’ outcomes.
“Through this we are able to measure brand interactions, time spent with the ad, online purchase, and in-store attribution through News Connect’s measurement capabilities regardless of the channel.
“Since unveiling this capability at D_Coded in May this year to today’s launch of the Moët & Chandon campaign we have been busy working with many clients on what we can offer them.
“Over the next few weeks and months we expect to unveil shoppable videos for a range of brands including Veuve Clicquot,” she said.
“This gives us the unique ability to work with our clients through the entire purchase funnel from notice, to want and now to buy. After the launch of News Compare last month this is the next in our product suite aimed at moving high intent audiences through to purchase,” Leary added.
Pippa Leary
Moët & Chandon partnered with News Corp Australia to create a campaign to put the brand front of mind for end-of-year celebrations and year-round gifting.
Moët Hennessy Australia & New Zealand marketing & consumer engagement director Scott Bowie said: “We are excited to launch our world-first shoppable video campaign taking our video shopfront to contextual environments.
“Consumers will be able to personalise their very own bottle of Moët & Chandon, make a purchase and then have it delivered to their door for that special occasion, and they can do it right from the video.
“It’s been an incredible collaboration with News Corp Australia to get this campaign live, from the creation of the actual videos through to the website and stunning content,” Bowie added.
News Corp Australia general manager, video Paul Blackburn said: “Our innovation lies in the product’s seamless consumer user experience – particularly in vertical video mobile environments so familiar to consumers – and the ease of integration with the client’s chosen e-commerce stack.
“Using Vudoo’s video platform our shoppable in-video ads allow clients to create a video shopfront of their own e-commerce store. It can sit within contextually relevant environments, where their audiences choose to get their trusted news and favourite lifestyle content like Vogue.com.au,” Blackburn added.
The shoppable ad units will be VAST (Video Ad Serving Template) and VPAID (Video Player-Ad Interface Definition) enabled to be amplified across News Corp Australia’s premium brand environments and also across the open web with the purchase capability intact and contained within the video experience.
News Corp Australia can target the shoppable video to its tailored Shopper Audience segments using News Connect’s first party targeting capabilities.
Omnichannel measurement and attribution provides clients with a comprehensive view of conversion rates, time spent with the ad and which Shopper Audiences respond the best.
See also: Why client outcomes and headless commerce are the future for News Corp Australia