It’s no secret that consumers are actively on and primed for a continued shopping spree even after the holiday season. Browsing feeds, scrolling through stories—everyone’s continuously looking for the perfect purchase for themselves or their loved ones. Some people might even say they enjoy the thrill of discovering products through well-placed videos.
But here’s the thing: not all video ads are created equal, and the old “click here to buy” approach isn’t cutting it anymore. A recent IAB study shows that while advertisers see commerce video as a quick way to drive last-minute, bottom-of-funnel conversions, about 64% of consumers seek more than a nudge to buy. They want discovery, something that brings the product to life on their screen.
Enter Product-Level Video (PLV) ads—the perfect way to showcase products, delight shoppers, and convert the most ad-resistant scroller into a buyer.
Product-Level Video ads are designed to give consumers exactly what they want: the full story behind a product, complete with demos, pricing information, and even customer reviews. With Kargo’s PLV, brands can create engaging, single- or multi-product videos that don’t just flash “buy me” but create a shoppable moment. Think of it as adding a festive bow to your digital content—it’s eye-catching, informative, and a breeze for consumers to unwrap. These ads combine visuals with vital details, making it easier than ever for someone to stop, look, and potentially shop.
A study run by Meta reveals that younger shoppers, particularly those in the 18-24 range, are increasingly likely to purchase after just watching an ad rather than clicking on it. At Kargo, we’re seeing this in the data for Product-Level Video, as 35% of conversions occur within the first day from a view alone, compared to just 23% for standard non-PLV assets.
Furthermore, a prominent apparel retailer has recently found, in partnership with Neustar, that in Q3 their Product Level Video assets drove a higher incremental return on ad spend (iROAS) than other creatives. In fact, PLV has been shown to drive +15% higher iROAS than the next best-performing overlay - multi-image ads. We recommend leveraging the ‘better together’ media mix of creative assets, but no matter the chosen approach, this data suggests that PLV is a required addition to the portfolio.
And as 2025 ramps up, the opportunities for impactful campaigns are just starting. Kargo’s PLV tools help brands create custom, branded videos that feel fresh and relevant, complete with out-of-the-box templates and sound-on options for an immersive experience. Enhanced digital circulars can turn an ordinary feed scroll into a vibrant, dynamic showcase of everything consumers want to know—plus a seamless path to purchase.
Ready to kick off the year with dynamic, discovery-driven video ads? Reach out to Kargo today to unlock the full potential of Product-Level Video and create memorable moments that drive conversions.