NBCUniversal launches shoppable ads

NBCUniversal is taking a note from Instagram's book and adding shoppable ads to their platforms. The company has announced they will be releasing shoppable ads that will let marketing partners direct NBCUniversal viewers to product pages on their mobile devices. The news was reported by Adweek.

The new unit, called Shoppable TV, uses QR technology where shoppers point their cameras toward a QR code that appears on screens during NBC programming. A pop-up then redirects people to a mobile browser where they can see product information and purchase the product if they wish.

“It’s all about combining the power of television with the shopping ability of mobile,” Josh Feldman, NBCU’s executive vice president and head of marketing and advertising creative, said in an interview with Adweek.

The ShoppableTV will be available for in-show integration and for brands to take over a 60-second to 90-second ad pod to promote products. The QR code function will be available for iOS phones and certain Android phones with QR capability. Codes will appear for 30 seconds on screen to give users enough time to capture them and start shopping. Show hosts or a message will direct users on how to use the QR codes.

A ShoppableTV prototype aired April 17 on NBC’s "Today" during a “Steals and Deals” segment with host Savannah Guthrie and contributor Jill Martin. Martin instructed viewers on how to use the QR code, which directed them to the “Steals and Deals” website. The test resulted in about 50,000 scans in five minutes, Feldman said to Adweek.

ShoppableTV hasn't had a live run on any other programs aside from "Today", but the company's portfolio of networks including Bravo, CNBC Prime, NBC, NBC Sports, Telemundo and USA Network are all available for ShoppableTV content for company's looking to come on board with the new platform.

Non-traditional commerce opportunities are becoming very popular among retailers. Instagram's new shoppable feature was hailed as an immediate success, and other media companies are looking at ways to replicate the platform.