TelevisaUnivision announced a partnership with Shopsense AI to integrate shopping across its streaming channels.
The media and content company will likely be the exclusive Spanish-language partner of Shopsense, the businesses said. Shopsense works by presenting viewers with shoppable collections of things featured within the content they’re watching, curated by artificial intelligence (AI). Univision will display Shopsense’s retail media platform to viewers during major events, including the Latin American Music Awards.
Univision operates 4 broadcast networks and 38 cable networks with content across sports, entertainment and news. It also operates the Mexican movie studio Videocine and owns ViX, the most important Spanish-language streaming platform.
“We’re excited to partner with Shopsense AI as its exclusive Spanish-language media partner, enhancing the general viewing experience for our audience and providing an attractive opportunity for them to attach through big moments in music, sports and more,” said Donna Speciale, president of U.S. promoting sales and marketing at TelevisaUnivision. “This capability provides a seamless integration into our content, allowing our partners to tap into retail media markets that stretch the reach of brands, and offer more touchpoints to have interaction with consumers.”
How shoppable TV will work with Univision
Univision viewers should purchase home goods, clothing, sports items or other products they see in shows, movies or livestreams. Shopsense gives them QR codes they will use to access show-specific digital stores on a second device. Shopsense said nearly nine out of 10 consumers use mobile devices to browse shoppable content, in accordance with its audience research.
Univision used Shopsense AI to launch 4 shopping categories in the course of the Latin American Music Awards.
Univision will launch 4 shoppable TV collections to begin:
- Get Ready with Me featuring Alejandra Espinoza: The Mexican television presenter and actress’ looks from the Latin American Music Awards
- Neon Vibes: Showcasing the colours and sounds from the awards show into viewers’ homes
- Regional Urbano: Univision says this collection will “capture the impact of regional Mexican and concrete music, with influences from urban, reggaeton, pop and other genres”
- Looks For Less: Products to assist viewers dress like their favorite artists at a cheaper price point
“TelevisaUnivision is uniquely positioned to mix entertainment and shoppability across their linear and streaming content,” said Glenn Fishback, CEO and co-founder of Shopsense AI. “TelevisaUnivision’s deep cultural understanding of their audience and connection to U.S. Hispanics provides an incredible foundation for Shopsense AI’s powerful retail media platform to deliver strong sponsorships results for brand partners.”
Other industry investments in shoppable TV
Shoppable ads are a growing ecommerce option for among the largest online retailers.
In January 2024, Disney announced a beta program on Hulu. Consumers could make purchases through the brand new Gateway Shop in Hulu while maintaining their viewing experience, Disney said on the time.
Viewers see personalized advertisements for products which might be sent to phones through push notifications or email. For the reason that launch, Disney has grown the interactive shopping features in streaming, it said
“Our goal is to assist audiences connect with the brands they love with the smallest amount of friction, without disrupting the content they’re streaming,” Jamie Power, senior vice chairman of addressable sales at Disney Promoting, said in January.
Disney is No. 92 within the Top 1000, Digital Commerce 360’s rating of North America’s online retailers by web sales. Amazon (No. 1 within the Top 1000), Walmart (No. 2), and Home Depot (No. 4) are all experimenting with shoppable TV, too. Amazon tested shoppable ads in the course of the first-ever Black Friday NFL game it streamed in 2023. Walmart inked a deal with NBCUniversal in November to put shoppable ads on the streaming platform Peacock. The ads gave consumers the prospect to purchase Walmart items featured in select Bravo shows. And Home Depot released a branded content series with Vizio in 2023.
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