NBCUniversal’s ShoppableTV ads, which direct viewers to e-commerce and online shopping sites via their mobile devices, are expanding across more of the media company’s channels.
Since the initial launch earlier this year, ShoppableTV ads have teamed up with Lacoste during the French Open, Walmart in partnership with “Today,” Roli during NBC's “Songland” and Zwift for the Tour de France. Now the ads are coming to NBCU’s lifestyle brands and Sunday Night Football for the first time.
“With ShoppableTV, we set out to change the retail and purchase vision, and it's just one example of how we are doubling down on our investments in new technology to bring mobile, commerce and TV together,” the company said.
NBCU also released some data claiming that the average conversion rate on ShoppableTV is almost 30% higher than the industry benchmark for e-commerce conversion and that the ads are driving fan acquisition in the double digits along with a 10% growth rate on social media.
NBCU in May launched the feature, which used QR codes within TV shows. To use ShoppableTV, during NBCUniversal programming viewers are alerted to hold their phone cameras up to the screen during an "On-Air Shoppable Moment." NBCU tested the feature during its “Today” show, and said it only took minutes to pull in thousands of scans and six figures worth of sales.
“With ShoppableTV, NBCUniversal is transcending the legacy business practices of television and driving business outcomes by creating an on-air real-time commerce experience," said Josh Feldman, executive vice president and head of marketing and advertising creative at NBCUniversal, in a statement. "By pairing brands with our premium content, owning every stage of the purchase funnel and removing the barriers consumers traditionally encounter between seeing a product and making a purchase, we’re giving marketers a direct sales channel to millions of viewers across the country.”