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Perhaps you have observed on some television channels how QR codes appear at certain moments of the programming. It is a new, growing sales format that many companies are quickly adjusting to.
Instagram some time ago integrated publications that show interactive points that when passing over them offer information about the product and redirect to the digital store, so that you can make the purchase if it is your liking.
It is an idea that makes selling unobtrusive, since, unlike regular advertising, it does not require stopping the content that interests the user to consume annoying ads.
On the contrary, the user has the possibility to continue in the activity and only if he wants to obtain more information about the offer of a certain brand, can he access it.
What is Shoppable?
It is an online content that presents products available for immediate purchase through links within the content itself. They come in various formats: images, videos, wearables, and television.
What is Shoppable TV?
These are resources that are shown on television and that contain direct links to buy products or services.
Today there are television channels that operate by cable, but there are also streaming services such as Netflix, Amazon Prime and Disney Plus, among others.
These types of services are in high demand and because users pay a subscription, they do not want their favorite movies or series to be interrupted by ads.
This is why forms of advertising are being studied that are changing the way in which brands are present.
The location has always been used and it is what makes it possible for you to hear a brand being named during the various programs, or to see that it is part of the content environment, the personnel use it or it is simply explicit mention.
But now it has begun to create content for television, which allows not only to mention a product, show it or use it, but also buy it immediately and it is called Shoppable Tv.
For this format, a QR code is used that you can scan with your mobile and it will take you immediately to the online store you want.
If you think about it, this is something wonderful because many times you may have wondered where they sell the shirt that a certain actor wore or where to find the furniture of that show.
If you want a new insurance policy service, your favorite economic analyst may offer it through their television or streaming program.
You will not have to wait for the offices to open, just by scanning a code you will have information instantly and buy the one that best suits you.
More than 40 million people in the United States have used this method to purchase products and it is expected to spread throughout Europe soon.
Examples of Shoppable TV
NBC Universal
This television channel is the pioneer in this type of format. They expose the products within their programming and inform the public that the code will soon appear that will take them to the place where they can get it.
They have partnered with very famous brands such as Walmart and Lacoste, among others. You can observe its applicationhere.
Making The Cut
It is a television show brought to the screen by Amazon Prime, which stars Heidi Klum and Tim Gunn. In it, a group of designers compete to create new and beautiful clothes.
The winning models are offered for sale through Amazon. The demand has at times been so overwhelming that stock has run out.
LG and The Take
The famous TV brand, LG, together with an advertising platform called The Take, have formed an alliance to offer personalized products to users.
The Take has an extensive product database, so they can be tagged on LG TVs and purchased by the user via the remote control. The Take charges a commission per sale or per click to each manufacturer or merchant.
Advantages of the Shoppable TV
Scope
Television continues to have a high level of consumption, therefore, it allows a high reach in terms of the number of people that can be approached through it.
Immediacy
The mobile produces immediacy, as it facilitates access to the digital spaces in which any product or service of a brand is marketed.
Easy to perform
The process of scanning a code that leads directly to the store is very simple for anyone to do.
Conclusions
Shoppable, is a trend that allows a type of content in which products or services that link directly to the store are exposed. It can be seen in images, videos, wearables and on television.
Shoppable TV is a format that allows users to buy products or services directly through their television.
The method used so far requires that you scan with your mobile a QR code that appears on the screen and that will take you to the online store that offers the brand's proposal.
It was born to replace advertising through advertisements, which is so annoying for the user, and counterproductive especially in the subscription model.
So far the best known examples have been through various programs on the NBC Universal channel and Amazon Prime's Making The Cut.
The advantages of this method are that it has a wide scope, it is immediate and it is also very simple to execute.
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