Products

Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Walmart links holiday-centric rom-coms and social commerce in its new shoppable series

The news: Walmart plans to launch its first shoppable video series—a holiday-themed romantic comedy called “Add to Heart”—on Roku, TikTok, and YouTube.

  • The 23-part series weaves the retailer and 330 shoppable products throughout its plot, which revolves around a New York designer who returns to her hometown for the holidays. After losing her luggage, she visits her local Walmart to buy necessities, where she encounters an old flame.

The context: There’s a flood of interest in shoppable media among major streamers, connected TV manufacturers, and streamers.

  • Walmart alone has produced hundreds of shoppable livestreams and other videos. It has also experimented with a variety of shoppable formats across a range of platforms, including on Meta, Snapchat, and NBCUniversal’s Peacock (where it is offering shoppable ads on the “Below Deck Mediterranean” reality series).
  • Others are also testing the technology. For example, TV-maker Vizio and Home Depot recently launched the “Merry & Bright” shoppable series that showcases how to use Home Depot products to decorate homes for the holidays.

Consumers are responding. The number of US shoppable media buyers is expected to jump 5.7% this year to 94.2 million, according to our forecast.

  • Our forecast defines US shoppable media buyers as digital consumers who, after engaging with online media content that has immediate purchase options, take actions like clicking through a call-to-action link on a livestreaming video or scanning a QR code on a connected TV.

The big takeaway: While it is still early days for the channel, shoppable media has rapidly emerged as a vital part of the advertising ecosystem.

  • Given that the rules of the road have yet to be written, marketers would be wise to experiment with a variety of tactics to gain an edge on the competition.