Revolutionizing media commerce: Globo and The Take AI’s shoppable content initiative
In an era where media interactivity and commerce are converging, Globo, Latin America’s leading media company, has embraced shoppable content through a strategic partnership with The Take AI, a New York-based startup specializing in video recognition technology.
Understanding Shoppable Content
Shoppable content refers to a digital experience where viewers can directly purchase products seen in videos. Utilizing advanced AI technology, products are tagged within the video, allowing viewers to interact with and purchase items without leaving the content. This seamless integration of entertainment and commerce enhances user engagement and provides a direct path from inspiration to purchase.
The Take AI Partnership
In 2021, Globo collaborated with The Take AI to explore the potential of shoppable content, focusing on their mega-hit reality show, Big Brother Brazil (BBB). The partnership involved the implementation of AI-powered product recognition, utilizing The Take AI’s technology to identify and tag products within the video content. Specifically, this technology recognized clothing items worn by BBB contestants, allowing viewers to access an interactive layer on the video for purchase options. To demonstrate this concept, Globo and The Take AI launched a proof of concept with the retailer C&A, transforming 60 pre-selected video-on-demand clips from BBB into shoppable videos. Through this initiative, users could click on clothing items worn by contestants, view product details, and make purchases directly from C&A’s website.
Why Shoppable Content?
Shoppable content enhances viewer engagement by providing an immersive viewing experience that blends entertainment with immediate purchasing opportunities. A study by NBCU reveals that viewers exposed to shoppable ads exhibit a 30% higher purchase intent compared to traditional ads, underscoring the potential of interactive content to boost both engagement and sales.
Additionally, integrating commerce within media presents a new revenue stream. For Globo, shoppable content serves as a lucrative way to monetize their extensive viewership through affiliate sales and partnerships with retailers. For example, during a popular telenovela, Globo introduced shoppable elements linked to a character's outfit, which generated significant interest among viewers.
This approach also yields valuable insights into viewer preferences and behaviors, allowing Globo to tailor content and advertising more effectively. For instance, by analyzing click-through rates on shoppable items across different program genres, Globo discovered that lifestyle shows generated 25% more interactions with fashion items compared to drama series.
The Impact and Results
The initial proof of concept with Big Brother Brazil yielded promising, albeit mixed, results. A dedicated shoppable content page attracted substantial visits and engagement, with many users clicking on product tags to explore items. This high level of interaction demonstrates the content's effectiveness and its appeal to viewers. Globo recognized that the context in which videos are presented plays a crucial role in their performance. Videos placed on a page explicitly dedicated to fashion achieved a higher conversion rate compared to shoppable videos that were more immediate but lacked relevant context. This understanding led to further refinement and strategic adjustments in their approach, ensuring that future content would be even more effective in engaging the target audience.
Based on these initial findings, Globo is working on better integration of AI technology, specifically tools and algorithms that analyze user behavior, identify trends, and personalize content, while enhancing the user experience to scale the initiative. Future tests will focus on making shoppable content more immediate and contextually relevant, aiming for a seamless shopping experience that resonates with their audience.
Conclusion
The collaboration between Globo and The Take AI underscores the transformative potential of shoppable content in the media industry. While still in the experimental phase, the initiative has showcased promising engagement and opened new avenues for revenue generation. Globo’s continued investment in refining this technology signifies their commitment to leading innovation and enhancing viewer experience. As they iterate and scale, the integration of commerce in media could become a significant driver of both engagement and revenue in the digital age.
