Digital Smiles
Walmart and NBCUniversal have joined forces to launch the new Must ShopTV experience on Peacock, which allows viewers of the hit show “Below Deck Mediterranean” to shop for items featured in the show. Enabled by KERV Interactive’s AI technology, shoppers can now navigate through a carousel of products with their TV remotes and purchase them via a QR code that appears next to the product. This is the first time NBCUniversal has used the Must ShopTV experience, and Walmart has piloted Roku Action Ads in 2022.
The new shopping experience is powered by KERV Interactive, which uses artificial intelligence to identify items that appear in “Below Deck Mediterranean” episodes. During commercial breaks, viewers can browse through a carousel of same or similar products. For example, if a dishware appears in a dinner scene in the episode, it will be available for shoppers to purchase. Walmart has paired ads with its own inventory to ensure advertised products are available for purchase.
Josh Feldman, global Chief Marketing Officer of NBCUniversal, said: “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.”
William White, CMO of Walmart U.S., added: “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.”
Must ShopTV and Roku Action Ads are bridging the gap between product placement and purchase, making TV content interactive and shoppable. The technology is expected to become even more popular as more people purchase smart TVs and are ready to shop.
Originally reported by Martech: https://martech.org/walmart-launches-shoppable-ads-on-nbcuniversals-peacock/
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