NBCUniversal expands shoppable video advertising platform to include PayPal

By Matthew Griffin Connected Society 15th November 2021

WHY THIS MATTERS IN BRIEF

Companies are trying to find new ways to get you to buy things, and shoppable video is the hot new trend.

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Shoppable video, where the viewers can scan a QR code to interact with an item and add it to their shopping cart in one fell swoop all without ever leaving the video, is trying to become mainstream. And now the company with the most to gain from this emerging trend, NBCUniversal, has updated its One Platform ad offering to work with PayPal.

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NBCU has so far teamed up with more than 60 retail partners, ranging from footwear to home goods and everything in between. These retail partners, like Koio, Our Place and Paravel, are featured in the shoppable content directly on a NBC Universal brand platform. This move signifies the growing acknowledgement of the importance of shoppable video within an E-Commerce arena and NBC Universal say they’ve already seen a 30% higher conversion rate compared to the average industry benchmark with their shoppable campaigns.

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With the success of NBC sUniversal widely documented and the growing need for interactivity in the market, we wouldn’t be surprised to see other powerhouse broadcasters follow in their footsteps to integrate shoppable and interactive video into their own marketing and E-Commerce plans.

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I’ve already seen some amazing examples of the system on SyFy Wire and E! and can’t wait to see what is in store from Bravo, NBC Sports and Telemundo.

Matthew Griffin / About Author

Described by NASA as a "Walking Encyclopaedia of the Future" and one of the world’s most in demand keynote speakers Matthew Griffin, Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm, is a multi-award winning Futurist and strategic foresight expert, author, lecturer, mentor, podcast and YouTube host.

With a distinguished career running global business units at Atos, EMC, and IBM today Matthew helps leaders and titans of industry from all over the world explore the impact of the inter sections of technology, culture, and leadership, then helps them create high performance organisations that can continuously disrupt, outpace, and outthink their competition.

15 times author of the hit series the Codex of the Future series Matthew's ability to identify, track, and explain the impacts of hundreds of emerging technologies and trends on global business, culture, and society has earned him a powerful reputation and a roster of clients that include royal households, world leaders across the G7, G20, and G77, and many of the world's most recognised and exceptional organisations including ABB, Accenture, ABN Amro, Adidas, AON, ARM, BCG, Centrica, Citi Group, Coca Cola, Deloitte, Dentons, Disney, Dow, EY, Google, KPMG, Lego, Microsoft, Legal & General, LinkedIn, Nokia, Paramount, PepsiCo, PWC, Qualcomm, RWE, Samsung, T-Mobile, UBS, Visa, WIRED, WPP and hundreds of others.

Matthew is regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, and his mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.