Walmart and NBCUniversal Join Forces for Shoppable Ad on Bravo’s Show
A new e-commerce partnership between Walmart and NBCUniversal will enable streaming viewers to purchase merchandise that appears in popular television series. Watchers of Bravo’s “Below Deck Mediterranean” will be able to purchase Walmart products that are featured in the reality series. They will be able to navigate a new shopping experience on Peacock with a remote control. Thanks to this creative collaboration, Peacock viewers will be able to buy merchandise and outfits that are influenced by the show thanks to shoppable ad. It is a revolutionary approach to combining e-commerce and entertainment, enabling viewers to “shop the moment.” The shoppable episodes will air on Peacock on Nov. 7, Dec. 5, and Dec. 12.
How will it work?
During those episodes, viewers can see advertisements featuring products from the show. These ads will include cookware or galley table settings, as well as chic yacht-like looks. After navigating a product carousel on the interactive screen with the remote by pressing the arrow keys, they can scan a QR code to complete the checkout process on Walmart.com. TV content is becoming truly interactive and shoppable thanks to ad formats like Must ShopTV and Roku Action Ads, which are bridging the gap between product placement and purchase. The inventory and simple checkout processes of large retailers like Walmart enable viewers to derive value from these experiences.
Must ShopTV
NBCUniversal is utilizing the new Must ShopTV experience for the first time. KERV Interactive powers the experience, which employs AI to recognize objects that show up in “Below Deck Mediterranean” episodes. The same or comparable products are featured on a carousel that viewers can turn on with their TV remotes during commercial breaks. For example, dishes that are featured in an episode’s dinner scene will be available for purchase on the Must ShopTV carousel. Additionally, Must ShopTV makes use of NBCU’s commerce features, including shoppable pause ads, shoppable engagement ads, and on-platform experiences that encourage viewers to make online purchases. Brightline powers these features.
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NBCU – Walmart Shoppable Ad Footprint
Knowing that some Bravo shows are among its customers’ “most loved TV shows right now,” Walmart partnered with NBCU to increase its shoppable TV footprint. Shoppable advertisements were displayed during the specified dates. It was to further enhance the user-friendliness of this experience by enabling viewers to engage with the content. Viewers can interact with an interactive carousel on the screen by using the arrow keys on their remote controls. Customers can easily check out the desired products on Walmart’s website by scanning a QR code. The show seamlessly incorporates the shopping options. It will improve the viewing experience and make it simpler for viewers to purchase items they see on the show.
Here’s what they said
William White, chief marketing officer, of Walmart U.S. said,
Walmart customers are finding inspiration everywhere and anywhere, including their favorite TV shows. It’s why we’re always looking for innovative ways to shorten the distance between that inspiration and the ability to purchase. We know some of our customers’ most loved TV shows right now are on Bravo. By expanding our shoppable TV footprint with NBCUniversal, we’re pairing our incredible product assortment with some of their most talked-about content so our customers can quickly purchase items inspired by their favorite cast members while they’re watching.
Josh Feldman, global chief marketing officer, Advertising & Partnerships, NBCUniversal added,
For so long, viewers had to take the hard route, scouring the internet to find a product like what they saw their favorite icons or creators use in-show. Now, through the power of Must ShopTV, and with Walmart as our launch partner, Bravo fans can get even closer to the content they love by discovering the brands that are already part of the story.
Read More:Â Omnicom, NBCUniversal Pioneer Program-Level At-Scale Reporting
Omnicom, NBCUniversal Pioneer Program-Level At-Scale Reporting
The media services branch of Omnicom Group INC, Omnicom Media Group (OMG), and NBCUniversal have partnered to provide program-level at-scale reporting for the network’s streaming platforms. This first-to-market capability makes use of NBCUniversal’s privacy-conscious clean room technology, NBCUnified Access (formerly known as Audience Insights Hub). It gives five advertisers visibility into where their ads are delivered and whether the content is consistent with their brand. Media buys for CTV do not yet have access to this information, which is crucial for spending decisions.
Omnicom Media Group’s call for new standards
OMG has made a request for additional guidelines pertaining to social, retail, programmatic, and CTV media. By using this capacity, NBCUniversal is meeting important objectives outlined in the CTV guidelines that OMG’s Council of Accountability and Standards in Advertising (CASA) released in 2021. The informal cooperation between OMG agencies, media partners, and clients proposed these new guidelines. It is dedicated to improving transparency and quality control for advertisers across social, SSP, retail, and CTV platforms. By partnering with top streaming companies like NBCUniversal, CASA is enabling capabilities that will increase category growth by improving the ROI and security of CTV as an investment for marketers.
What is CASA?
The goal of CASA is to empower buyers through the definition of key advertising rights and the advancement of the capabilities of corresponding media owners. This will improve buyer control, seller transparency, and brand safety for advertisers across expanding media channels. It also holds partners responsible, and this week’s release is the outcome of talks with CASA participants that lasted three years.
New proposed rubrics for at-scale reporting
CASA is driving breakthroughs in seller transparency and advertiser control across social, SSP, retail, and CTV channels, as highlighted in several OMG reports published during Advertising Week. A first set of rubrics covering the rights of advertisers and the remedies of social media companies covers social media advertising. According to OMG, the CASA program has collaborated with eight social media networks.
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Additionally, OMG announced a proposed set of guidelines for supply side platforms (SSP) in programmatic advertising buys. OMG developed these guidelines in response to a recent analysis from the Association of National Advertisers. It detailed the $13 billion worth of “Made-for-Advertising” or MFAÂ websites
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For retail media, OMG released a third set of suggested guidelines. They created it for addressing the meaningful ways that upper funnel channels like CTV can boost sales.
Image credit- Media Post
The CTV industry has received a fourth set of guidelines, and the council is now interacting with seven streaming networks and six OEMs/devices. 90% of all CTV is purchased programmatically through them. One or more pillars are fully activated at this point, and two or more pillars will activate soon.
Here’s what they said
Kelly Metz, OMG Managing Director for Advanced TV said,
Connected Television is rapidly becoming the primary channel for consuming long-form video, surpassing time spent watching traditional broadcast and cable television – yet its growth as an advertising medium has been hampered by its inability to provide the same level of control, transparency and safety for brands as its traditional counterparts. For that reason, NBCUniversal’s program level reporting capability is a game changer. Not only will it have transformative impact on planning and buying across NBCUniversal’s streaming properties – it also marks a watershed moment for the category by changing the CTV investment conversation from buying the audience for the platform to buying the audience for the content.
Dominick Vangeli, NBCUniversal SVP/General Manager for Advanced Advertising & Partnerships stated,
The future of streaming depends on media owners standing behind the value of their content. And at NBCUniversal we fully stand behind our content and believe that brand safety and quality are inextricably linked, which is why we are creating this new capability in partnership with OMG.
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