NBCUniversal expands shoppable video advertising platform to include PayPal
Companies are trying to find new ways to get you to buy things, and shoppable video is the hot new trend.
Key takeaways
- Shoppable video, where the viewers can scan a QR code to interact with an item and add it to their shopping cart in one fell swoop all without ever leaving the video, is trying to become mainstream.
- NBCU has so far teamed up with more than 60 retail partners, ranging from footwear to home goods and everything in between.
Cite or link to this article
Griffin, M. (2021) 'NBCUniversal expands shoppable video advertising platform to include PayPal', 311 Institute, 15 November. Available at: https://www.311institute.com/nbcuniversal-expands-shoppable-video-advertising-platform-to-include-paypal/ (Accessed: 1 October 2026).
Shoppable video, where the viewers can scan a QR code to interact with an item and add it to their shopping cart in one fell swoop all without ever leaving the video, is trying to become mainstream. And now the company with the most to gain from this emerging trend, NBCUniversal, has updated its One Platform ad offering to work with PayPal.
NBCU has so far teamed up with more than 60 retail partners, ranging from footwear to home goods and everything in between. These retail partners, like Koio, Our Place and Paravel, are featured in the shoppable content directly on a NBC Universal brand platform. This move signifies the growing acknowledgement of the importance of shoppable video within an E-Commerce arena and NBC Universal say they’ve already seen a 30% higher conversion rate compared to the average industry benchmark with their shoppable campaigns.
Check out the new checkout
With the success of NBC sUniversal widely documented and the growing need for interactivity in the market, we wouldn’t be surprised to see other powerhouse broadcasters follow in their footsteps to integrate shoppable and interactive video into their own marketing and E-Commerce plans.
I’ve already seen some amazing examples of the system on SyFy Wire and E! and can’t wait to see what is in store from Bravo, NBC Sports and Telemundo.
What this means for your organisation
The conversion gap is the argument.
The broadcaster reports a 30% higher conversion rate than the average industry benchmark for its shoppable campaigns. That is a measurable gain, not a brand impression. Marketing leaders should test the format where conversion, not reach, is the goal.
Payment is the missing link.
Adding a payment provider closes the loop between watching and buying. Friction at checkout is where interest is lost. Retail leaders should audit how many steps stand between interest and purchase.
Broadcasters are becoming retail channels.
More than 60 retail partners already appear in content across the group's brands, with more of its channels expected to follow. Other broadcasters are likely to copy it. Retailers should secure places on these platforms while they are still being built.
Three questions for your next leadership meeting
- Where is conversion, not reach, the measure we need?
- How many steps stand between interest and purchase for us?
- Should we secure a place on broadcaster retail platforms now?
The trends and technologies behind this story
From the 311 Starburst, the 311 Strategic Intelligence Unit’s map of the technologies and trends shaping the next 50 years.
Analysis by the 311 Strategic Intelligence Unit, from Matthew Griffin’s article and 311 data. First published on Fanatical Futurist.
FAQ
Why does this matter?
Companies are trying to find new ways to get you to buy things, and shoppable video is the hot new trend.
About the author
Matthew Griffin Founder, 311 Institute
Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath."
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Matthew Griffin is a multi-award winning Futurist and expert in Disruption and Innovation, Geopolitics, Leadership, and Technology, who NASA have described as a "walking encyclopaedia of the future" and a "futurist Polymath." 17-time best selling author of the "Codex of the Future" series, Matthew is the Founder and Futurist in Chief of the 311 Institute, a global Futures and Deep Futures advisory firm working with royal households, world leaders, G7, G20, and G77 governments, NGOs, and multi-national mid and mega cap firms to help them explore, shape, and lead the next 50 years of business and society.
An award-winning YouTube creator with over a million followers, with an unrivalled global reach and impact, Matthew is a highly sought-after international keynote speaker, lecturer, and mentor who collaborates with global leaders through the United Nations Alliance of Civilizations (UNAOC) and United Nations General Assembly (UNGA) to shape pivotal initiatives such as the UN’s AI for Humanity program, the United Nations Conference of the Parties (UN COP), and the World Economic Forum in Davos.
As the former Global Head of Cloud, National Security, and Enterprise Sales for companies including Atos, Dell-EMC, and IBM, Matthew has a proven track record of building multi-billion dollar business units and turning failing divisions into market leaders. His ability to identify, analyse, and communicate the implications of hundreds of emerging technologies and trends is unparalleled, and his insights are trusted by many of the world’s most respected organisations, including ABB, Accenture, Adidas, AON, ARM, BCG, Centrica, Citi, Coca-Cola, Dentons, Deloitte, Dow Jones, EY, Google, KPMG, Lego, Legal & General, LinkedIn, Microsoft, PepsiCo, Qualcomm, RWE, Samsung, Siemens AG and Siemens Energy, T-Mobile, UBS, VISA, Walmart, Workday, Worldpay and many others.
Regularly featured in the global media including the AP, BBC, Bloomberg, CNBC, Discovery, Forbes, Khaleej Times, Telegraph, TIME, ViacomCBS, WIRED, and the WSJ, Matthews mission is to help organisations create a fair and sustainable future whose benefits are shared by everyone irrespective of their ability, background, or circumstances.
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Sources and further reading
- One Platform ad offering marketingdive.com
- Koio koio.co
- Our Place fromourplace.com
- Paravel tourparavel.com
- 30% higher conversion rate wirewax.com
- 17 holiday gifts to make your home a sanctuary eonline.com
Source: first published by the 311 Institute on 15 November 2021. Cite as: Griffin, M. (2021). NBCUniversal expands shoppable video advertising platform to include PayPal. 311 Institute. https://www.311institute.com/nbcuniversal-expands-shoppable-video-advertising-platform-to-include-paypal/
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