"Shoppable ads are an interesting prospect, but they really need prove themselves out as a use case or a behavior that consumers are actually going to follow through on," said Steven Frey, planning director at independent media agency Noble People. The long holiday weekend could provide marketers with a chance to do just that.
"It makes sense to test it in an environment where likely there's going to be a promotion attached to it, like there often is around Black Friday and Cyber Monday," said Brett Fischer, performance media supervisor at media agency Collective Measures.
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