Skip to main content
https://www.highperformancecpmgate.com/rgeesizw1?key=a9d7b2ab045c91688419e8e18a006621

NBCUniversal rolls out its ShoppableTV ads

NBCUniversal has been testing out a new ad unit that allows viewers to buy — directly from their phone — products featured on the show they’re watching.

We’ve written about other companies creating shoppable video technology, but that usually means adding links or other elements to online videos — very different from NBCU’s ShoppableTV, which connects the programming on your living room TV with a shopping experience on your phone.

The company is using QR codes to achieve this. An ad with the code will pop up at on the bottom of the screen during relevant moments of the show. If you’d like purchase the product, you can point your camera at the code and you’ll end up following an affiliate link to the sponsor’s e-commerce site.

So far, NBCU has tested this out with sponsors like Lacoste during the French Open, Walmart on Today, Roli on NBC’s “Songland” and Zwift during the Tour de France. In some cases, the announcers are explicitly pointing viewers towards the ad. In others, it just shows up in the bottom third of the screen.

Now NBCU is officially taking the ad unit out of beta testing, and plans to start using it across its unscripted programming, including Sunday Night Football.

Lumi21

The company also said it’s already been reaching tens of millions of viewers with the unit, resulting in an average conversion rate that’s nearly 30% higher than the e-commerce industry benchmark, and in 10% growth rates on social media.

When I discussed the format with NBCUniversal executives Josh Feldman and Collette Winn, they argued that not only are the ads performing for advertisers, but also delivering a better experience for viewers, too.

“You’re not searching for the item … what you’re seeing is what you’re able to buy,” Winn said. “It’s not in your face. It’s brought in really seamlessly.”

And if you’re worried about product ads suddenly flooding your favorite shows, Winn noted that it will be limited to one brand per program.

She also said NBCU is experimenting with how these formats might show up in different devices — for example on an internet-connected TV, where the ad might incorporate more interactions with the remote.

NBCU’s streaming service ‘Peacock’ announces originals slate, including a Battlestar Galactica reboot

Comments

Post a Comment

Popular posts from this blog

Uber co-founder Garrett Camp steps back from board director role

Uber co-founder Garrett Camp is relinquishing his role as a board director and switching to board observer — where he says he’ll focus on product strategy for the ride hailing giant. Camp made the announcement in a short Medium post in which he writes of his decade at Uber: “I’ve learned a lot, and realized that I’m most helpful when focused on product strategy & design, and this is where I’d like to focus going forward.” “I will continue to work with Dara [Khosrowshahi, Uber CEO] and the product and technology leadership teams to brainstorm new ideas, iterate on plans and designs, and continue to innovate at scale,” he adds. “We have a strong and diverse team in place, and I’m confident everyone will navigate well during these turbulent times.” The Canadian billionaire entrepreneur signs off by saying he’s looking forward to helping Uber “brainstorm the next big idea”. Camp hasn’t been short of ideas over his career in tech. He’s the co-founder of the web 2.0 recommendatio...
Post a Comment
Read more

Leading VCs discuss how COVID-19 has impacted the world of digital health

In December 2019, Extra Crunch spoke to a group of investors leading the charge in health tech to discuss where they saw the most opportunity in the space leading into 2020 . At the time, respondents highlighted startups in digital therapeutics, telehealth and mental health that were improving medical practitioner efficiency or streamlining the distribution of care, amongst a variety of other digital health markets that were garnering the most attention. Where top VCs are investing in digital health In the months since, the COVID-19 crisis has debilitated national healthcare systems and the global economy. Weaknesses in healthcare systems have become clearer than ever, while startups and capital providers have struggled to operate while wide swaths of the market effectively shut down. Given significant volatility and the rapid changes seen in the worlds of healthcare, venture and startups broadly, we wanted to understand which inefficiencies might have been brought to light, w...
Post a Comment
Read more

News-reading app Flipboard expands local coverage, including coronavirus updates, to 12 more U.S. metros

Earlier this year, personalized news aggregation app Flipboard expanded into local news . The feature brought local news, sports, real estate, weather, transportation news and more to 23 cities across the U.S. Today, Flipboard is bringing local news to 12 more U.S. metros and is adding critical coronavirus local coverage to all of the 35 supported locales. The 12 new metros include the following:  Baltimore, Charlotte, Cleveland, Detroit, Indianapolis, Nashville, Pittsburgh, Orlando, Raleigh, Salt Lake City, St. Louis, and Tampa Bay. They join the 23 cities that were already supported:  Atlanta, Austin, Boston, Chicago, Dallas, Denver, Houston, Las Vegas, Los Angeles, Miami, Minneapolis-St. Paul, New Orleans, New York City, Philadelphia, Phoenix, Portland, Sacramento, San Diego, San Francisco Bay Area, Seattle, Toronto, Vancouver and Washington, D.C. To offer local news in its app, Flipboard works with area partners, big and small, like The Plain Dealer’s Cleveland.com , ...
Post a Comment
Read more