Dive Brief:
- Shopsense AI is making it possible for more broadcasters to turn TV audiences into real-time buyers with shoppable content, according to a press release.
- The company’s most recent partnerships with Paramount and Spanish-language media company TelevisaUnivision allowed viewers of the CMT Music Awards and the Latin American Music Awards in April to shop artists-inspired looks by integrating second-screen shopping into its programs.
- Shopsense said in the release that it also plans to launch “Shopsense Lense,” a new feature that lets consumers capture the image of products as they are viewing and then instantly purchase through the publisher’s app.
Dive Insight:
Shopsense said its solution is making it easier for consumers and broadcasters to tap into the retail media market, calling it the “fastest-growing advertising segment in the U.S.” The platform makes it seamless for consumers to find and purchase products inspired by their favorite content, the company said, referencing a May 2023 Samba TV report which noted that 85% of Gen Zers use a ‘second screen” mobile device while watching TV.
“With so many consumers scrolling on their phones while they watch TV on a bigger screen, content publishers like Paramount have been looking for ways to activate a frictionless, personalized and convenient second-screen shopping experience for their viewers,” Shopsense AI CEO and co-founder Glenn Fishback said in a statement. “Shopsense AI provides an end-to-end solution that makes it easy for consumers to shop their favorite products on a second device while they watch TV — without having to deal with clunky QR codes or find the missing remote.”
The company’s shoppable content has already begun integration into television programs. Starting last month, soccer fans watching CBS Sports’ Golazo Network on Paramount Plus can now purchase their favorite team, player and host-inspired merchandise. Viewers of “The Talk,” CBS’s daytime talk show, can shop from a curated collection inspired by the hosts’ outfits.
Second-screen and in-app shopping has reached screens beyond television as well. TikTok Shop launched in September last year, integrating shoppable videos and livestreams into the popular social media platform. Brands, merchants, and creators can sell their goods directly through videos, showing up on a user’s feed alongside their usual content.
Though the app is facing a potential ban in the U.S., a recent report from Earnest Analytics found that TikTok Shop’s customer base shares overlap with Temu and Shein shoppers.
