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.
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Marketers Gain Direct Access To NBC Universal’s Peacock Via Yahoo DSP
NBC Universal has teamed up with Yahoo’s demand-side platform to give advertisers direct access to Peacock’s streaming and live content inventory. It is a programmatically guaranteed inventory, thereby facilitating scatter-buying and upfront buying. Programmatic guaranteed means the inventory is reserved for that buyer at a negotiated price.
With a limited number of streaming services, audiences are willing to pay for and many subscription streams stalling advertising-funded platforms become a more appealing option. In general, advertisers are more willing to invest in TV campaigns with larger audiences as long as the complex CTV buying environment does not deter them. This deal will increase the reach of advertisers’ Connected TV (CTV) campaigns. Nearly 70% of the Peacock audience is incremental to other NBCU digital video services.
Marketers can have guaranteed access to Peacock’s complete premium content library including NBC Sports, NBCU Next-Day Prime, Sky News, the Universal Pictures film library, and Peacock Originals.
The DSP will enable advertisers to target users based on location, age/gender, Peacock in-house segments, or contextually pre-defined, dynamic, or seasonal packages. This is Peacock’s first programmatic launch, with Yahoo serving as a pilot partner. Previously, Yahoo delivered programmatic campaigns for leading CPG, automotive, and telecom brands.
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Pricing and programming Are Important
According to a blog by Yahoo, it said the results are encouraging. A major telecom brand could reach highly engaged audiences with Peacock’s on-demand content.
“For this advertiser, a resounding 92% of viewers reached on Peacock were not reached on linear TV, showcasing the value of Peacock’s digital-first audience.”
It further explained that the client the importance of Peacock in their strategy.
“Using Yahoo’s Unified TV Report, the client was also able to understand how Peacock fit within its overall TV strategy, from incremental reach to cost per incremental household.”
Yahoo points out that audiences are attracted to AVOD services.
Image Credit: Yahoo
Flexibility in pricing and programming is increasingly important to consumers when choosing their streaming service.
“In fact, 83% of viewers say they’re willing to try an ad-supported version of services to save money.”
For Peacock to make the case for advertisers, they require a dependable DSP partner to up the ad revenue and ensure ads are finding the relevant audiences for advertisers.
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