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Letters: Keep purchase options within context

Platform: Internet | Author: Chris Autry, CEO, Tailgate Technologies | Source: NMA magazine | Published: 13.11.08

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The impulse purchase is one of the most powerful opportunities for brands everywhere. YouTube's adoption of click-to-buy ads (nma.co.uk 8 October) is an important one as it brings the in-the-moment experience much closer to commercial gratification.

While we know this model works, we also know consumers don't like the purchasing process to be too complex. YouTube's ecommerce offering...

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... claims that purchasers stay within the original environment, but in fact they're redirected to the fulfilment site. This breaks continuity and YouTube runs the risk of losing custom as users are faced with a new environment that sits out of the context of the original experience. We know from experience and research that poor online purchasing experiences significantly restrict consumer confidence and industry growth, so while this move will benefit some, it may frustrate others.

Brands must create transactional functionality that provides a gratifying and contextual experience for consumers. With every extra click, they become more disengaged from the original experience. Brands will only gain maximum traction from their ecommerce functionality once they tie into their own ecommerce engines and existing ad units.