Dive Temporary:
- Electronics firm Vizio and The House Depot have developed a shoppable content material collection to spotlight the various methods customers can use the retailer’s merchandise to embellish their houses, per particulars shared with Advertising Dive.
- The content material collection, known as “Merry & Shiny,” showcases how three households use House Depot merchandise to rework their houses for the vacation season. The present is hosted by onetime “American Idol” winner Jordin Sparks.
- The content material will embody built-in QR codes that, when scanned, take customers to a particular Store the Look web page on the retailer’s web site the place the onscreen objects might be prominently displayed.
Dive Perception:
Shoppable content material was one of many massive themes for entrepreneurs through the 2022 vacation season, and it appears to be like to be much more distinguished as this 12 months’s campaigns get underway. Whereas most of the shoppable experiences final 12 months leveraged social media and retailer platforms, the vast use of related tv (CTV) has enabled The House Depot to increase fast shoppable choices to Vizio’s house display screen content material.
“This partnership exemplifies how shoppable expertise is increasing the position of brand name storytelling from an upper-to-mid funnel software to driving fast commerce motion and gross sales impression,” stated Brandon Helrich, group director at Omnicom Media Group’s The Content material Collective, which developed the programming, in a press release.
The shift to streaming is accompanied by a corresponding shift past conventional 15- and 30-second adverts into branded content material that’s nearer to leisure, Vizio government Katlyn Wilson defined within the press launch. Streaming through CTV platforms like Vizio’s house display screen permits for interactive advert alternatives, like shoppable content material powered by QR codes.
The “Merry & Shiny” content material will encompass three 10-minute episodes, together with shorter items highlighting vacation suggestions and tips from host and “American Idol” winner Sparks. Every episode introduces a brand new household to viewers and exhibits off the methods they remodel their homes with vacation decorations from The House Depot. The content material might be obtainable by way of December.
