Adobe unveils its latest innovation: Shoppable video

Adobe is venturing into the shoppable video space with a new cloud-based product that will be launched later this month.

Adobe's Shoppable Video will enable marketers to link to product information or a buy now page from specific portions of a video.

For instance, if the video was to follow a mountain climber as he makes his way to the summit, throughout the clip the viewer can be presented links to buy adventure and climbing gear.

These links will appear on the video and down the side of the page. They can lead to an online shopping site or provide the viewer with more general information about the product or brand.

"The difference between shoppable video and just providing a link is that it doesn't disturb the video viewing experience as you get this overlay with this information," says Loni Stark, Adobe senior director strategy and product marketing.

Links are added to the video in a browser window using Adobe Experience Manager, Adobe's content management system.

Experience Manager enables businesses to manage their digital experiences, from video and websites to apps and documents.

Stark says this service is designed to be used by 'any experienced marketer' and doesn't require coding or specific technical expertise.

At the recent Adobe Digital Marketing Symposium, a number of key people highlighted the significance and power of online video.

It's an 'educational but also entertaining' way businesses can connect with clients and consumers, says Ann Lewnes, Adobe chief marketing officer.

A recent study by Cisco states video content accounted for 64% of the world's internet traffic in 2014, and by 2019 this figure will jump to 80%.

Stark says one in three millennial consumers watch video tutorials before making a purchase, making online video very influential for shoppers.

"With the younger generations, video is becoming a critical part of their online and digital content consumption.

"There's a real opportunity, whether it is pure online commerce or brick-and-mortar shops, to deliver great digital experiences," she says.

Stark says people across the board are becoming more used to watching video.

"Whether you're binge watching your favourite show or you're watching something from a brand, it is that trained idea of watching something just that more exciting.

"Why watch just a static image, when you can watch something so dynamic. And that's what is driving this need towards interactive video," she says.

Stark says Adobe's new product will make shoppable videos accessible to a broader range of businesses, including SMEs.

She says the product suits retailers as well as various industries including financial services, travel, hospitality, home improvements, and electronics.

While there are some startups venturing into the shoppable video space, Stark says no large organisations with the reputation and portfolio of Adobe has entered into the market.

The Adobe shoppable video product will be released in August, with the New Zealand launch date still to be confirmed.