IPG Mediabrands' dedicated commerce unit, KINESSO Commerce, has partnered with technology company and content commerce expert, Vudoo to launch a new commerce media solution across key commerce partners including Amazon.

'ShopNow', as the solution is called, combines KINESSO Commerce’s activated media with Vudoo’s advanced shoppable ad technology, enabling content to be shoppable all the time, across the open web.

The collaboration aims to provide KINESSO clients with greater transparency and visibility on the consumer journey, supercharge KINESSO’s optimisation capabilities to drive further conversions for the agency’s clients, and elevate KINESSO’s off-retailer website and content creation services.

"Vudoo’s vision aligns perfectly with ours at KINESSO Commerce—we believe every story we tell needs a ‘buy button’ to ensure a seamless consumer experience, which has become a fundamental expectation for brands today, especially with younger digital-native audiences. We are confident this partnership will redefine how our global brands engage with consumers on the open web," said Head of Commerce, KINESSO Australia, Hope Williams.

Founder and CEO, Vudoo, Nick Morgan, said: "We’re thrilled to announce our alliance with KINESSO Commerce, enabling consumers to shop directly from ads and content, and helping retailers achieve greater reach. This partnership is a testament to Vudoo's commitment to innovation and our vision for a future where shopping everywhere becomes a seamless reality for consumers worldwide. Together, we hope to set a global precedent of transforming traditional advertising by making every piece of content shoppable directly on the open web."

The global partnership will initially launch in the Australian market, with the UK, US and APAC markets, along with a broader portfolio of clients, to follow. Vudoo's patent-pending, in-stream checkout feature allows customers to transact directly within content, enabling advertisers to boost conversions and collapse the sales funnel.

"The content commerce space is rapidly evolving and expectations from consumers online are high, particularly when it comes to the checkout process. We’re excited to partner with the team at Vudoo to make content shoppable and streamline the user experience as we believe that everything should be shoppable all the time. The 360-degree view of customer purchasing journeys and real-time analytics available on Vudoo’s platform will enable our marketers to enhance customer engagement and drive actionable insights for brands," said Global Chief Growth Officer, KINESSO, Amie Owen.