Gone are the days when watching TV was simply passive entertainment, a one-way street where viewers absorbed content without direct interaction. In today's digital age, the television screen has become the gateway to a world of commerce possibilities, ushering in the era of television e-commerce.
For advertisers, this convergence of entertainment and commerce presents a significant opportunity to engage with consumers in a more dynamic and immersive way, foster loyalty, and ultimately drive sales.
One media company driving this transformation is NBCUniversal. The company recently announced a series of innovative features designed to transform TV advertising and propel performance marketing into the future. The Paris Summer Olympics are scheduled to open on July 26th, and these advances are strategically timed to capitalize on the growing viewership and interest surrounding this global sporting event. I am.
Among these capabilities is rolling out a new commerce-driven advertising innovation across our portfolio called Virtual Concessions. This allows viewers of sporting events or movie marathons to purchase food, drinks, and other items right from their TV and have them delivered to their doorstep. The feature will be officially launched during the Olympic and Paralympic presentations.
In addition, NBCUniversal's artificial intelligence (AI)-powered Must ShopTV advertising initiative expands its reach to include six franchises in NBCUniversal's Peacock portfolio, allowing brands to engage with fans in real-time at the point of purchase. Become.
Additionally, the media company is working with Comcast to pilot an interactive, shoppable integration with NBCUniversal Checkout on Xfinity's X1 entertainment platform on episodes throughout the 21st season of Bravo's “Top Chef.” I am. This partnership will allow viewers to use their remote control to browse products linked to the show, further enhancing viewer engagement, brand affinity, and performance in his marketing.
“Today's television allows marketers to launch, build, and grow brands at scale across every screen,” Mark Marshall, chairman of global advertising and partnerships at NBCUniversal, said in a March press release. “It is a full-funnel performance vehicle that can deliver on-demand performance,” the company said, adding: “We continue to partner with marketers of all sizes to leverage technology to advance their businesses.”
The company also plans to introduce One Platform Total Measurement, a new framework that combines audience insights and results-based metrics to support One Platform Total Audience, a cross-platform planning and activation technology. “By automating, unifying, and lowering the walled garden of measurement, marketers will have greater access to insights that measure and prove their impact across every layer of the purchase funnel, from delivery to performance.” ”, the release states.
NBCUniversal launched personalized television broadcasts on NBC and Telemundo stations in New York, Los Angeles, Miami and Philadelphia earlier this month in a bid to increase viewer engagement. Powered by NextGen TV technology, the product integrates advertising and data tracking to provide near real-time viewing metrics, increasing ad relevance and effectiveness compared to traditional linear TV.
“The launch of this innovative experience is a significant milestone for broadcast television and an exciting addition to next-generation TV,” said Sean Makhijani, SVP of Business Development and Strategy, NBCUniversal Advertising and Partnerships, NBC Spot On. viewers, programmers, broadcasters and advertisers.”
The traditional advertising model is undergoing a transformation, with advances in technology changing the game and enabling a more interactive and personalized experience for viewers.
Viewers can expect further advancements in technology and audience engagement strategies to continue reshaping the television e-commerce landscape.
