With the entire American economy bracing itself for the coming holiday shopping season, its largest media companies are dressing up their store windows in hopes of attracting as many shoppers and ad buyers as possible.
On Tuesday, Nov. 9, NBCUniversal unveiled a pair of new initiatives that illustrate the progress it’s made incorporating commerce and shopping into its programming and product.
The key details
- NBCUniversal continues to press forward with developing shoppable video programming. The model Remi Bader will host a trio of specials, “Impulse Try with Remi Bader,” which will stream across Instagram, Facebook, Xfinity and Flex platforms and Peacock, starting on Black Friday. The shows will also air on Bravo during a block normally reserved for infomercials.
- The first and third special will be sponsored by lingerie brand Adore Me and digital furniture retailer Wayfair, respectively.
- Bravo is also launching Bravo Bazaar, an interactive shopping site filled with goods featured on the cable channel’s shows, including its “Real Housewives” franchises, “Below Deck” and “Southern Charm.” The Bazaar will be active for the next year.
NBCUniversal launched commerce capabilities on its One platform almost exactly a year ago. Since then, it has pushed a variety of commerce products and features in front of its audiences and advertisers. It has created over 250 different pieces of shoppable content, ranging from Jill Martin’s live, hour-long shopping specials to “America’s Big Deal,” a shoppable reality competition show on USA Network hosted by shoppable TV trailblazer Joy Mangano.
Today, the NBCU One platform’s commerce network has over 200 active retailers in it, double the number it had this spring; a standalone commerce partnerships team secures deals with them.
Some of the content bets, such as Bravo’s Bazaar, owe a small debt to the traction that the Today Show started building around its own affiliate and native commerce endeavors several years ago.
Carting it off
Most publishers’ forays into commerce have started — and stayed — focused on affiliate conversions, which allowed them to capitalize on their relationships with consumers without getting bogged down by the difficulties of storing merchandise or fulfilling orders. NBCUniversal has opted to take one step closer with a native checkout capability, which allows consumers to purchase items directly from NBCUniversal’s different brands and properties, via branded content, shoppable TV and editorial content. It also allows advertisers to target customers on social platforms with ads designed to drive a conversion.
Member ExclusiveMedia Buying Briefing: The latest media agency estimates for 2023 revenue are out and they remain, well, upbeat
Two holding company media agency analysts continue to hold a more positive, if slightly tempered outlook on 2023 given strong results for 2022.
Why PMG’s Nike win doesn’t seem all that unusual for the indie media agency
The Texas-based independent agency continues to grow its roster of clients after landing Nike's media AOR business for North America.
Media Briefing: Publishers see a bump in commerce sales during Black Friday weekend despite economic downturn
Publishers' commerce businesses show positive signs that consumers are still shopping despite the economic downturn.
SponsoredPublishers are adapting advertising strategies for a privacy-first world
Tina Iannacchino, senior publisher director, Seedtag So much of the attention around the death of third-party cookies and its impact on the digital advertising industry is focused on the implications for brands and consumers, which is far from the complete picture. The digital publishing industry in the U.S. is massive and set to be shaken […]
CNBC to test increases on its subscription prices next year
After seeing continued subscriber growth to its two products, CNBC will begin testing price increases next year.
How Apartment Therapy’s Riva Syrop is pivoting its events business around the economic climate
Apartment Therapy's event strategy closely revolves around its commerce business to appease both advertisers and consumers.