Technological development allows for innovation in advertising formats and in the way brands present themselves to their audiences. Television is considered one of the channels that most benefits from the coexistence of the physical and digital systems, as evidenced by the new commercial initiative launched by the British network. Channel 4which will allow viewers to instantly buy the product they see on TV.
Thus the series makes its foray into the field “Shoppable Ads”, That is, television advertisements that allow direct purchase of products through S codeR on Screen Channel 4 will launch this new format with its hit reality show “Made in Chelsea” And giving viewers the option to purchase some of the products used by the heroes.
Select scenes will display a QR code when the reality team uses a product
according to DrumThey will be the first brand to trust this new advertising format Phillips, which already had a product launch agreement with the program. Thus, in three episodes of last season, certain scenes will display a QR code when the reality show crew uses a Philips product. When scanned, the viewer will be redirected to a web page where they can find more details about Made in Chelsea as well as… buy philips products, Including the one seen on the show.
As Emma Derrick, Channel 4’s head of commercial innovation, explained to the above media outlets, it’s crucial that codes are relatable Add-on content To prevent the audience from feeling bombarded with content and ads from advertisers. In this way, the Commercial Strategy Center continues to focus on entertaining content and providing a satisfactory consumer experience.
Derek also confirms that the initiative comes in response to advertisers’ need for launch Performance-oriented actions. “A large percentage of brands have marketing budgets tied to performance. Whether it’s behind editorial content or creating purchase moments in ads… we know there’s a demand“.
Channel 4’s ambition is for the format to benefit viewers and advertisers, as well as its own bottom line. As mentioned DrumBy the end of 2022, a third of Channel 4’s total revenue no longer comes from linear advertising, although this represents 22% of revenue, an increase of 14% on 2021.
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The series’ goal is to scale this and other performance advertising solutions for brands, though they point out It will depend on the programs and contents. Channel 4 therefore identifies the programs most likely to include this format, as well as Made in Chelsea. He points out that it could fit into cooking shows, so viewers can buy the ingredients needed to prepare a recipe.
However, Channel 4 is not the first television network to implement this format, as there are channels in the United States such as NBCUniversalor platforms such as Rocco And peacock Invested in similar options. Specifically, in the United Kingdom, itv, Channel 4’s rival launched its proposal in 2021.
