DroppTV is a company using the latest e-commerce approach, called shopatainment. The company was founded by the CEO, Rai. He recently came up with an idea to market videos in a totally different way than what had come before. By using the concept of shopatainment, which combines entertainment with shopping, the interruptions caused by traditional advertising in videos will become unnecessary.

This approach is highly needed in the modern market environment due to the changes in the sensibilities of customers. Customers no longer tolerate hard-sell approaches anymore. Having videos cut off for an advertisement as actors pretend to like products is a strategy that is on the way out, according to people like Rai.

For one, it comes across as insincere and false, which is not what Millennials or Generation Z is willing to put up with anymore.

Instead, droppTV makes it so that the video watching and product buying experiences are seamless and work together. For example, DroppTV has already experimented with putting up a platform that allows music video creators to make money by having a mechanism for consumers to buy products in the video without interrupting the flow of the video in the first place.

In fact, DroppTV has already made an alliance with the company Agenda Show to help market products in a variety of different ways, both within videos and without in terms of live shows.

We could very well be seeing a completely new world shortly in terms of how everything is marketed. Not only do viewers not want their video experience messed with, but they also would prefer to have their own control when it comes to buying products seen on screen, instead of marketers trying to dictate to them what they are supposed to like.

This allows people who like the products to buy them easily, for marketers to reach their audience, and for normal viewers who have no interest in these products to continue unmolested with their video. There’s always been a dream for marketing to be more invisible, more direct, increasing its effectiveness at reaching its audience without the side effects of harming the media that it supports.

Now, this way appears to be clear. There will be less of a direct commercial impact on videos from their ad supporters, all while promoting a natural mutual benefit. Products can be sold from what people in videos are naturally using anyway.