The Converging Worlds of Content + Commerce

26 July 2022


In collaboration with Amazon Ads and Mediabrands Content Studio, MAGNA Media Trials examines the strong potential of brand-funded entertainment. This unique format can work in sync with various shopping options to optimize the consumer shopping experience. The study proves that content is supreme when it comes to TV show viewership, and that brands should not feel held back by their category when exploring this new domain. In addition, the study provides a framework for the ideal path from TV content to purchase, more seamlessly connecting content and commerce.

The study shows that although there is high interest in purchasing products seen in TV shows, the current trajectory on the path to purchase can cause friction for consumers. In turn, this friction leads to frustrated consumers and a gap on the path to purchase. Forward-thinking brands should take note of these pain points and begin to think about how they can innovate in a way that would solve this, which would have both short- and long-term positive implications for both the brand and consumers.

Brand-funded entertainment is fertile ground for exploration. Forward-thinking brands looking to optimize the consumer shopping experience should reimagine how they can synthesize their content and commerce experiences in a way that not only delights consumers but battles the long-held belief among marketers that these categories must be treated as mutually exclusive. Audiences are reacting positively to brand-funded entertainment, especially among younger generations (e.g., adult Gen Z, Millennials). This positive reaction, in turn, fuels momentum for intent and purchase signals. Brands interested in bridging content and commerce should take note.

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Collective Intelligence works closely with strategists, planners, creatives, media and engagement professionals, delivering research and thought leadership that helps IPG and its agency partners put creativity and human connections at the center of their work.

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