Video ads have revolutionized digital advertising, but shoppable video ads are taking it even further. These ads let users interact, explore, and easily access more details – without leaving the video. No extra clicks or distractions. To stay ahead in the evolving landscape, it’s essential to understand the latest trends in advertising technology.
So, how do you create effective shoppable video ads? And why should you use them? Let’s break it down.
What Are Shoppable Video Ads?
Unlike traditional video ads, shoppable videos turn passive viewing into active shopping. And that’s why they’ve become a go-to strategy for modern marketers. Clickable Hotspots allow users to tap on products and learn more instantly – though purchasing may require navigating to an external store. Lets take a look at a shoppable ad:
Traditional video ads rely on users remembering a brand and searching for products later. This process is slow, depending on users navigating multiple steps, each of which increases the chance of losing a sale. Shoppable video ads remove those extra steps, making the shopping journey faster, smoother, and more effective.
(Mailelt traditional vs shoppable video ads disain)
How Do Hotspots Work?
One of the most powerful elements of shoppable ads is the hotspot—the clickable (or tappable) area that transforms a static video into an interactive shopping experience. Hotspots can take many forms and serve multiple purposes, depending on your chosen platform and technology stack. Let’s explore some of the most common approaches.
Linking Out (Standard “Learn More”)
The simplest way to create a shoppable video is to link out from the hotspot to a product detail page or a brand’s website. Users who tap the hotspot leave the ad environment and continue their journey on the brand’s site.
This method is supported by most creative management platforms (including NEXD), as well as social platforms like Facebook, Instagram, TikTok, and Snapchat, which often allow a swipe-up or tap that directs viewers off-platform. While it’s a straightforward approach, it does mean users must load a separate page to complete their purchase.
Triggering Overlays or Pop-Ups (Product Info in-Ad)
A more immersive approach involves opening an overlay or pop-up right within the ad itself. When a viewer taps a hotspot, a panel appears over the video to display key product details—such as images, pricing, or color variants—without forcing them away from the ad.
Platforms like Smartzer or Cinematique specialize in this type of interactive experience, and many programmatic creative tools, including NEXD, support in-ad panels as well through the use of of the the Lightbox ad type. Because viewers can browse product info without leaving the video, the path to purchase feels more seamless.
Multi-Product Hotspots (Carousel or Multiple Click Zones)
Hotspots aren’t limited to a single product. In fact, many retailers showcase multiple SKUs or styles in one video by tagging each item. Tapping any hotspot can open the relevant product details, or users can browse a mini-carousel within the ad.
This approach is especially popular in fashion or home décor ads, where viewers often want to explore entire looks or collections at once. By showcasing multiple products in a single experience, brands can cross-sell more effectively and keep audiences engaged.
“Add to Cart” or “Buy Now” (In-Ad Checkout)
For brands that want to reduce friction to the absolute minimum, some shoppable ad solutions offer in-ad checkout. Here, a hotspot can not only display product info but also let users drop items into a cart or even finalize the entire purchase process right there in the ad.
Some very advanced integrations—often with e-commerce platforms like Shopify or Magento—make this possible, though it’s not universally supported across all ad servers or social media channels. Instagram, for example, has begun rolling out in-app checkout for certain businesses, but the specifics are highly platform-dependent.
Platform-Specific “Shoppable” Integrations
Beyond these general approaches, each platform has its own distinctive way of layering interactive shopping features onto video.
YouTube often uses TrueView for Action or Shoppable Video campaigns, placing clickable cards over ads. Instagram and Facebook have shoppable tags that connect directly to Shops or external product pages. TikTok offers in-feed “Shop Now” buttons that link to an in-app storefront or a brand’s site, and Pinterest allows tagging products in video pins so users can seamlessly move from inspiration to purchase.
Learn more about how interactive ads can significantly boost user engagement.
Why Shoppable Video Ads Work
If boosting engagement and conversions is your goal (and let’s be honest, when isn’t it?), shoppable video ads are a game-changer. They combine all the goodies (storytelling, interactivity and seamless product exploration) to create a shopping experience that drives real results.
Here’s why they work so well:
Higher Engagement
Interactive content holds attention longer, increasing time spent with your brand. Unlike passive video ads, shoppable videos encourage users to interact, making them more likely to remember your brand and take action.
Discover 5 ways interactive video ads drive engagement.
Seamless Shopping
No need to leave the ad. Users can explore products and watch demos, eliminating friction and keeping the experience smooth.
Increased Conversions
Every extra step in a traditional sales funnel risks losing a customer. With shoppable video ads, the buying process is streamlined, leading to higher purchase rates and fewer drop-offs.
More Personalization
With hotspots, you can showcase multiple products within a single ad. This lets users choose what interests them most, leading to a more tailored experience.
Example creative with asset hotspots:
Stronger Brand Recall
Interactive experiences aren’t just fun—they’re memorable! Users are more likely to remember and revisit a brand that engages them in a meaningful way.
Also, you can run a brand lift study before and after your campaign to gauge the effect your shoppable video ads have. Learn more about running brand lift studies with NEXD’s survey layout.
Better ROI
With more engagement and higher conversions, shoppable video ads deliver stronger performance metrics compared to traditional video ads.
5 Steps to Creating a Shoppable Video Ad With NEXD with hotspots
1. Choose the Right Video
Your video should:
- Showcase the product clearly.
- Highlight key benefits within the first few seconds.
- Consider adding a CTA, or include it later as an overlay
⏳ Best practice: Keep it short (10-30 seconds)!
2. Select Your Creative and Access the Extras Panel
- Choose the creative where you want to add hotspots.
- Open the Extras panel to begin customization.
3. Add and Customize Hotspots
- Add up to 6 hotspots per creative.
- Upload and position the hotspot media asset in the designated slot.
- Adjust position and scale within the cropper.
- Add hotspot hints, place them on the ad, and customize their animation (pulse, fade, or none).
4. Finalize Hotspot Settings
- Add a close icon for each hotspot and adjust its position and scale.
- Choose hint gestures and close icons from pre-made options or upload custom ones.
- Set the overlay color and adjust opacity for the best visual effect.
This panel allows you to configure hotspot settings.
5. Track Performance & Optimize
Once your ad is live, tracking performance helps you refine and improve.
Key metrics to watch:
- Click-through Rate (CTR) – Are users clicking the Hotspots?
- Time Spent on Hotspots – How engaging is the ad?
- Conversion Rate – Are clicks turning into sales?
🔬 A/B Testing Tip: Try different Hotspot placements, CTAs, and video lengths to see what works best.
⚡ Supported Ad Formats: Hotspots work on infeed, interstitial, interscroller, expandable, and Lightbox ads. They are not compatible with VAST, VPAID, or responsive ad types.
Ready to Create Your First Shoppable Video Ad?
With NEXD’s Hotspot feature, making your video ad interactive, mobile-friendly, and high-converting has never been easier. If you want some inspirations, here are some examples from our Ad-Gallery:
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