Conde Naste and Penske Media Corporation are the first publishing partners to work with ShopBeam to host its new shoppable digital banner advertising offer through their websites.
The AdShops suite of digital tools will begin to run on the two publisher's sites over the coming days, with Conde Naste using the ads across its digital publications such as Allure to promote multiple luxe fragrances, which can be directly purchased with click-through.
Jimmy Donlon, SVP business development for ShopBeam said that the platform had been rolled out ahead of the holiday season in the US to allow publishing and advertising partners to launch shopable gift guides and product recommendations through branded ads.
Meanwhile, Craig Perreault, senior vice president of business development for Penske Media Corporation added that the AdShop tool offered it an "exciting opportunity"
"With shoppable ads, our readers have the option to react to interesting products and offers without being pulled away from the editorial content that brought them to our sites, like HollywoodLife.com, Variety and WWD, in the first place,” he explained.
"We’re also able to incorporate highly relevant ads and shopping options right into our stories and gift guides for added engagement and convenience for our readers, making the deployment of AdShops across our portfolio of sites an exciting evolution," added Perreault.
The tool was demonstrated for the first time by ShopBeam to attendees at Ad Tech New York.