Viewers of NBCUniversal's networks like Bravo and NBC Sports can scan QR codes via mobile to shop from advertised brands directly

Television has always used innovative advertising to sell products and thus fund its own content. NBCUniversal is looking to increase conversion rates for advertisers through its latest innovation, ShoppableTV.

ShoppableTV is programming that includes QR codes during specific program moments when viewers can scan them with their mobile phones to be taken directly to an ecommerce site. The company held a test run on the TODAY show, which generated thousands of scans and sales. The service uses a machine learning tool called the Context Intelligence Platform to select the ideal moments to post the QR codes. Plans to add ShoppableTV to NBCUniversal's NBC, NBC Sports, Telemundo, Bravo, E!, CNBC Prime and USA Network are already in the works.

“By pairing brands with our premium content, owning every stage of the purchase funnel and removing the barriers consumers traditionally encounter between seeing a product and making a purchase, we’re giving marketers a direct sales channel to millions of viewers across the country,” said NBCUniversal’s head of marketing Josh Feldman to TechCrunch.

NBCUniversal


Lead image: stock photos from Thomas Deco/Shutterstock

Television has always used innovative advertising to sell products and thus fund its own content. NBCUniversal is looking to increase conversion rates for advertisers through its latest innovation, ShoppableTV.

ShoppableTV is programming that includes QR codes during specific program moments when viewers can scan them with their mobile phones to be taken directly to an ecommerce site. The company held a test run on the TODAY show, which generated thousands of scans and sales. The service uses a machine learning tool called the Context Intelligence Platform to select the ideal moments to post the QR codes. Plans to add ShoppableTV to NBCUniversal's NBC, NBC Sports, Telemundo, Bravo, E!, CNBC Prime and USA Network are already in the works.