Viewers watching the 2024 MTV VMAs on Wednesday night will now have the ability to shop the outfits and designer looks they see in real time. This comes as legacy media companies explore new ways to monetize their content.
Through a new partnership between Paramount Global — the parent company of MTV — and shoppable advertising company Shopsense AI, viewers can now shop the outfits they see on screen using Shopsense’s new AI-powered lens. The feature will launch at the beginning of the awards show, according to Shopsense.
This software allows viewers to take photos of their favorite looks as they appear on screen and then explore similar options suggested by Shopsense’s product recognition algorithm.
With each purchase made through this new feature, or even just by clicking on an item, some revenue will go back to Paramount, as per Shopsense.
“Everyone has their phone or tablet in hand while watching TV,” said Bryan Quinn, co-founder and president of Shopsense and a former Amazon executive. “This allows people to go through the shopping journey without interrupting the content.”
The partnership between Paramount and Shopsense was a highlight of the Upfront presentation in May, where media companies present their annual pitch to advertisers. This collaboration reflects the efforts of legacy media companies to generate new revenue streams and monetize their content in innovative ways.
Media companies are increasingly using AI tools like shoppable advertising to enhance their offerings. Disney also announced a similar partnership earlier this year, showing the growing trend of AI in the advertising industry.
As the VMAs feature many custom, couture items, the Shopsense software will suggest similar items at various price points. It can recognize over 1 billion off-the-rack items.
Live events like the VMAs attract a large viewership and significant advertising dollars. The ad market has seen a rebound after a slump during the pandemic, with streaming and digital players leading the way.
Paramount’s traditional TV business saw a drop in advertising revenue, but Paramount+ turned its first profit thanks to subscriber growth and higher prices. The Shopsense integration for the VMAs is seen as a game-changer by Paramount’s advertising president John Halley.
Shopsense aims to collaborate with other media companies in the future to allow viewers to shop the exact products featured on various television programs.
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