NBCU’s new ShoppableTV feature connects viewers directly to e-commerce sites

NBCUniversal announced the launch of ShoppableTV, a new feature that uses QR codes within TV shows to direct viewers to e-commerce websites.

To use ShoppableTV, during NBCUniversal programming viewers will be alerted to hold their phone cameras up to the screen during an "On-Air Shoppable Moment." Then, they will be taken directly to a marketer’s site for purchase. 

The broadcaster said this is the first time this technology will be used on national television to activate direct sales. Many other NBCUniversal networks plan to participate in ShoppableTV over the coming months, including NBC Sports, Telemundo, Bravo, E!, CNBC Prime, and USA Network.

“With ShoppableTV, NBCUniversal is transcending the legacy business practices of television and driving business outcomes by creating an on-air real-time commerce experience," said Josh Feldman, executive vice president and head of marketing and advertising creative at NBCUniversal, in a statement. "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.”

RELATED: Sky takes up NBCU’s CFlight TV advertising metric

NBCU tested the feature during its “Today” show, and said it only took minutes to pull in thousands of scans and six figures worth of sales, according to TechCrunch.

Earlier this year NBCU launched “Shop with GOLF,” a targeted audience e-commerce venture. The company described it as a new incremental revenue source that allows direct-to-consumer retailers to interact with audiences through content.

ShoppableTV fits in with wider efforts at NBCUniversal to make advertising more relevant and targeted to individuals and households. The company recently announced that Sky is adopting its CFlight cross-platform advertising metric, marking the first steps in an international expansion for the metric that looks to capture viewership data across all screens.

Sky and NBCUniversal also recently announced AdSmart, a global advanced advertising platform that will combine solutions and tech from both companies.