NBC Universal’s push into “shoppable” TV is proving successful so far, giving the broadcaster the opportunity to bring it to all of its 11 networks.
“We’re hell bent on owning every stage of the purchase funnel,” Josh Feldman, who heads up marketing and advertising for NBCU, said. NBCU owns Bravo, E!, Oxygen, SyFy and Telemundo, among a few others, and is also set to launch its own streaming platform, Peacock, in April.
For its seventh individual execution of shoppable TV, NBC is partnering with dpHue, the hair-care brand, for an upcoming spot on Kristin Cavallari’s E! reality show “Very Cavallari.” Like earlier iterations of the shopping aspect, at a certain point in the show, a QR code will come up in a bar at the bottom of the screen and viewers can simply hold up their phone’s camera to be redirected to dpHue’s site, enabling them to make a quick purchase. It may not be the stuff of a shopping dream, but according to NBC, people are using it.
When it first tested the technology several months ago, just for research purposes and not with a brand partner, Feldman said the response was so much more than expected that there weren’t enough servers
“We’re hell bent on owning every stage of the purchase funnel,” Josh Feldman, who heads up marketing and advertising for NBCU, said. NBCU owns Bravo, E!, Oxygen, SyFy and Telemundo, among a few others, and is also set to launch its own streaming platform, Peacock, in April.
For its seventh individual execution of shoppable TV, NBC is partnering with dpHue, the hair-care brand, for an upcoming spot on Kristin Cavallari’s E! reality show “Very Cavallari.” Like earlier iterations of the shopping aspect, at a certain point in the show, a QR code will come up in a bar at the bottom of the screen and viewers can simply hold up their phone’s camera to be redirected to dpHue’s site, enabling them to make a quick purchase. It may not be the stuff of a shopping dream, but according to NBC, people are using it.
When it first tested the technology several months ago, just for research purposes and not with a brand partner, Feldman said the response was so much more than expected that there weren’t enough servers