The landscape of television is changing dramatically, spurring a merging of entertainment and commerce. As audiences rotate between streaming platforms, brands are increasingly finding ways to link their products to what viewers are watching. But as innovation rises, the challenge lies in creating engaging shopping experiences that respect viewers’ attention and keep the drama flowing uninterrupted.
Peacock, the NBC Universal-owned streaming app, has set a benchmark with a novel in-show shopping feature. During ad breaks for the reality show “Below Deck,” viewers were introduced to a QR code on-screen. By scanning it, audiences were redirected to a Walmart.com page showcasing a selection of items inspired by the outfits featured in the show. The results were staggering—NBCU’s Global CMO Josh Feldman reported a 379 percent increase in engagement compared to standard ads. Such an enthusiastic response has led Peacock to incorporate this feature into other popular shows, including “Southern Charm” and “Summer House.” Future enhancements include a makeup detection tool that identifies products based on what characters wear onscreen.
Historically, product placement in television and movies has served as an effective marketing strategy, providing brands a visual platform to showcase their products. Nonetheless, converting viewers from passive observers into active shoppers has always been a complex task. Today, however, the advent of technology and partnerships with retail media providers is changing this. Popular streaming services including Hulu and Netflix are turning to artificial intelligence platforms like Shopsense AI and Kerv, aiming to allow viewers to shop in real-time. Whether through QR codes, image recognition technology, or product pop-up widgets, the focus is on providing seamless purchasing experiences.
Yet, success in this area requires a fine balance. As Brad Quinn, SVP of publisher partnerships for Kerv, outlines, the objective isn’t merely to feature products but to facilitate genuine consumer engagement without overwhelming viewers with too much commercial content. A study by market research company Emarketer suggests a promising indication for marketers— consumers currently spend an average of $290 each year on products they see on television, and this figure is likely to rise if shopping becomes as easy as scrolling through social media.
So, how can brands and streaming platforms effectively combine shoppable opportunities without losing the viewer’s interest? Content type is key. Dramatic narratives that keep viewers on edge might not benefit from disruptive ad or shopping placements. In contrast, reality shows and live broadcasts offer predictable moments ideal for integrating shopping features. Sarah Sylvester, EVP of Marketing at Victoria’s Secret, revealed that during the recent livestream of the Victoria’s Secret Fashion Show, viewers were encouraged to use the Amazon app to shop as the event unfolded.
Similarly, award shows and red carpet events are also ripe for merchandising opportunities. While it may be challenging to feature direct links to one-of-a-kind designer gowns, platforms can suggest similar products based on what stars wear. Bryan Quinn, president of Shopsense, pointed out that although securing an exact outfit is rare, there are always alternative items that can be highlighted.
Fashion-centric series like “Sex and the City” or “Emily in Paris” naturally facilitate shopping. The fourth season of “Emily in Paris” saw a collaboration between Netflix and Google Lens, where viewers could use image-based search tools to find items nearly identical to those worn by characters. This strategic partnership exemplifies industry synergies that broaden viewer engagement.
For shows less conducive to direct shopping, creative strategies can work wonders. An interesting example is Hulu’s collaboration with Free People for the show “Tell Me Lies.” Here, they released a collection inspired by the show’s characters. Despite not directly integrating shopping in the episodic content, the promotion yielded impressive results, boasting a 22 percent higher conversion rate than typical product pages.
Looking ahead, navigating the challenges posed by shoppable television requires patience and experimentation. Streaming services can maximize the user experience by enhancing features that allow viewers to bookmark items and securely save payment information for quick purchases. Levinson noted that platforms like Max are preparing to introduce shoppable ad campaigns that set expectations for viewers about upcoming shoppable content.
As brands and platforms continue to push boundaries, the dialogue surrounding consumer habits will remain dynamic and essential. Google’s investment in partnerships—like its enhanced collaboration with “Emily in Paris”—indicates a promising future yet to unfold.
There is still much to learn about the most effective strategies for integrating commerce into the viewing experience. As Quinn articulated, “Everybody’s still in that learning phase before there’s an industry norm.” Finding the right blend of entertainment and commerce can create significant opportunities for brands ready to navigate the uncharted waters of shoppable television.
