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Huffington Post, Vox, Bonnier drive native sales directly from content

AOL’s Huffington Post, Vox Media and Bonnier Corp are all streamlining native purchasing on mobile through a solution that provides a way for consumers to shop directly from publication content.

The publications are leveraging a suite of products from developer Bringhub to help drive sales of advertising partners and offer a more convenient way of shopping for customers. Readers can create a wish list by favorite items, purchase directly within an ad and shop videos through buy buttons, all on mobile without having to leave the publisher’s content.

“Bringhub is built for the mobile user and with the mobile user mindset,” said Dominik Pantelides, CEO and co-founder of Bringhub. “We are mobile­-first.

“As the retail experience continues to leverage technology, consumers expect a new level of shopping convenience,” he said. “Shop-able content is the answer to upgrade the online shopping experience for the connected generation, especially as more and more users are engaging and purchasing using their smartphones and mobile devices.”

Mobile-optimized shopping
Converging publication content and advertising is a strategy that is growing, as the two facets create an ideal partnership as readers are often looking to purchase items they are reading about. Bringhub’s solution provides readers, advertisers and publishers with a more streamlined way of partnering as everything is optimized for convenience.

For instance, an article on the Huffington Post regarding summer clothing can allow users to read the entire story about fashion during the upcoming season but also purchase items of interest directly within the article. The strategy can really drive impulse purchasing.

Shoppers will be able to save products for a wish list, or for a later purchase. Shopping carts also congregate related content for a discover feed.

Users will be able to shop advertisements seen on articles on both desktop and mobile by purchasing and paying directly within the ad. A similar experience will allow shoppers to purchase products through buy buttons within videos, in which users can click on to directly purchase if they see a product of interest appear in the clip.

Publishing shopping
Similarly, Snapchat reported plan to evolve its Discover channels into a commerce destination, which could transform the social media application into a one-stop platform for consumers, if it gets retargeting right (see more).

Meredith’s online food hub Allrecipes also started provided readers options for mobile delivery in a partnership with digital alcohol delivery service Drizly, intertwining recipe content with retail (see more).

“Bringhub’s new eCommerce platform offers four core products that connects content to commerce effortlessly and instantaneously for digital publishers and content creators,” Mr. Pantelides said. “Any digital publisher or content creator can benefit from Bringhub’s technology because it leverages an existing asset and provides an easy opportunity to diversify its revenue stream.

“The user is empowered to explore many sites and engage in discovery and shopping and all of the respective publishers visited along the journey get commission when the user purchases through a single checkout,” he said.