NBC Universal’s push into “shoppable” TV is proving successful so far.
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.
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 being used and “we crashed a little.” “What I love about all of the different executions we’ve done is that all of them are really different, they’re in a variety of programming,” Feldman said. “We’re getting a ton of learnings, but the key thing is we have very happy clients. They see the value in what we’re doing.”
On the brand front, Feldman said partners are not only seeing increased conversion, but things like increased search happening around the time of a shoppable spot, which some can even link to in-store purchases.
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