Paramount Global is piloting Shoppable TV, using the Australian market to prove a technology that allows viewers to purchase products directly from TV shows via their connected TV screen. This is a first for Paramount globally, and a first for Australia.
The Shoppable TV pilot, which uses the innovation during ‘Australian Survivor’, will provide valuable insights on the technology before it is rolled out to other markets by Paramount Global.
Paramount Australia is working with the Shoppable TV technology provider KERV on the proof-of-concept, which is due to be completed by March 2024. Shoppable TV enables viewers to pause their show, browse, select and buy products they have just seen in a programme. “This technology has the potential to take brand integrations to the next level,” notes Rod Prosser, Chief Sales Officer at Paramount Australia.
Viewers receive an on-screen message inviting them to pause content and explore Survivor merchandise in the Paramount Shop. Once paused, a feature product carousel appears, showcasing available products and a ‘Shop Now’ call to action.
After selecting a product, a shoppable screen expands, providing detailed product information and a QR code directing viewers to ‘Shop Now’. Paramount Australia says it is an intuitive consumer experience that deepens audience engagement with content, and bridges the gap between content discovery and purchase.
Lee Sears, Executive Vice President, Head of International Advertising Sales and Integrated Marketing at Paramount Global, says: “The local expertise of the Paramount Australia Sales team, combined with an advanced and bold Australian advertising industry that leans into innovation, provides the ideal market to trial new technologies like Shoppable TV that have the potential to influence our global strategy.”
Prosser adds: “Proactively testing this proof-of-concept in our own business and ecosystem demonstrates our confidence and commitment to pave the way for contextual, immersive and choice-based advertising experiences.”
Marika Roque, Chief Operating Officer and Chief Innovation Officer at KERV, says: “Paramount’s global pilot of Shoppable TV is also a major milestone for the Australian advertising industry. It will test and refine new advertising technologies that elevate brand reach and meet the expectations of contemporary consumers.”