Smarter Video: How Commerce Data-Driven Targeting Turns Streaming Into Sales

Media Minute is WPP Media's series, specifically crafted to empower our clients and marketers for their intelligence era.

Ever found yourself watching a show and suddenly thinking, "Wow, I need that outfit!" or "Where is that gorgeous place they're filming?"  Our screens, from the big cinema to our cozy living room TVs, are becoming huge sources of inspiration.  

It's a fascinating shift: media isn't just about entertainment anymore. It's playing a huge role in weaving stories that culture talks about and seamlessly integrating products into what people buy. This is a massive growth area, as we're seeing more and more brands expanding their reach, allowing consumers to enter their "ecosystem" at any entry point. Especially when it's relatable to culture and key cultural moments, the path from inspiration to purchase becomes incredibly natural. 

Take Wicked for example, didn’t it seem to be everywhere last year? From Starbucks cups to Lego sets and even taking over the Empire State Building! They teamed up with over 400 brands to create products and tie-ins. It wasn't just random; it was a masterclass in connecting entertainment with shopping. 

Gen Z’s Next Vacation, Inspired by Their Socials! 

It's not just movies that get us dreaming. According to Booking.com 20+ Gen Z Travel report, Gen Z travelers turn to social media for inspiration. A reported 45% look to influencers to help plan their itineraries, while 57% use social media channels like TikTok and Instagram to shape travel decisions.  

Turning Browsing into Buying: The Power of Commerce Data in Video Ads 

So, how do we make it easier for people to go from inspiration to action? What if we could collaborate with all that commerce data about what people are actually buying and browsing online (think shopping carts, wish lists, past purchases) with the ability to show them super-relevant video ads wherever they're watching? 

Instead of guessing what consumers might like based on demographics, commerce data lets us target based on actual intent. If someone’s been searching for “Scotland tours,” they can see a travel package ad while watching their favorite series. If they’ve added a coffee maker to their cart, they might see a special offer in the next ad break. 

This is how video becomes commerce-focused — linking on-screen inspiration to measurable sales. 

Where Culture Meets Commerce: The Future of Engagement  

So, what does all this mean for brands like yours? It means we're stepping into an advertising world that's not just smarter, but genuinely more helpful. It's about moving beyond just showing ads and instead, creating meaningful connections that resonate with what people are already passionate about. 

Think about it: For a blockbuster like Wicked, this meant a massive collaboration that launched not just a movie, but a whole universe of products and experiences. We're seeing this cultural ripple effect everywhere: 

• Formula 1 → Inspiring streetwear trends across Asia 

• Korean dramas → Driving global fashion adoption 

• Taylor Swift’s friendship bracelets → From concert tradition to global merchandise trend 

These aren't just fleeting fads; they're powerful examples of how media and culture are directly driving commerce. By tapping into these moments with commerce data-driven targeting, brands can move from simply reaching an audience to truly engaging them. 

It's a big, exciting step towards a future where video advertising isn't just about casting a wide net, but about creating truly meaningful connections – for your brand and for your audience. 

So, get ready to rethink your video strategy. Happy streaming, and even happier shopping!