Amazon Live and GroupM Launch New Shoppable Content Partnership
Amazon Live and GroupM, WPP’s media investment group, announced a first-of-its-kind partnership to co-develop original, shoppable content for the recently launched Amazon Live free ad-supported streaming TV (FAST) Channel on Amazon’s premium streaming services, Prime Video and Amazon Freevee.
This new content type will merge entertainment with branded experiences, enabling brands to authentically infuse product placements and messaging in shows tailored for their intended audience. Leveraging Amazon Live’s “shop the show” capability, customers can easily shop featured products on their mobile device without ever interrupting what they’re watching. With 75% of U.S. adults using mobile devices while watching TV, this streamlined shopping experience caters to modern viewing habits.
Amazon Live and GroupM, WPP’s media investment group, announced a first-of-its-kind partnership to co-develop original, shoppable content for the recently launched Amazon Live free ad-supported streaming TV (FAST) Channel on Amazon’s premium streaming services, Prime Video and Amazon Freevee.
This new content type will merge entertainment with branded experiences, enabling brands to authentically infuse produc placements and messaging in shows tailored for their intended audience. Leveraging Amazon Live’s “shop the show” capability, customers can easily shop featured products on their mobile device without ever interrupting what they’re watching. With 75% of U.S. adults using mobile devices while watching TV, this streamlined shopping experience caters to modern viewing habits.
![Amazon Live, GroupM, Prime Video, Amazon Freevee, shoppable content, streaming TV, branded experiences, entertainment, ecommerce integration, digital media, advertising, marketing,](https://m.media-amazon.com/images/G/01/AdProductsWebsite/images/blog/2022/GroupM1._TTW_.jpg)
A synchronized second-screen experience enables shoppers to seamlessly shop products on their TV from their mobile device.
The first brand collaboration with Danone will highlight the launch of Silk’s new dairy-free, plant-based coffee creamers this fall. Creators will taste the product and offer viewers a candid, behind-the-scenes experience while enabling seamless shopping and purchasing of Silk’s latest offerings through mobile devices.
Julie Haleluk, Global Head of Growth for Amazon Shopping Videos said,
“We’re excited to work with brands to develop new, shoppable content formats for customers,” “These shows seamlessly blend entertainment and shopping with organic branded experiences—offering brands across all industries a powerful way to connect with audiences and drive results.”
Read more: News18 Executes Creative OOH Campaign at GroupM Office
Susan Schiekofer, Chief Digital Investment Officer at GroupM said,
“The media landscape continues to evolve with integrated opportunities that connect streaming and commerce,”
“GroupM strives to offer our clients innovative and custom first-to-market content that will optimize business outcomes while providing a delightful experience to audiences everywhere.”
More ways for brands to connect with their audiences
![Brandi Milloy, Amazon Live, GroupM, Prime Video, Amazon Freevee, shoppable content, streaming TV, branded experiences, entertainment, ecommerce integration, digital media, advertising, marketing,](https://m.media-amazon.com/images/G/01/AdProductsWebsite/images/blog/2022/grpm2._TTW_.jpg)
Host Brandi Milloy is behind the scenes prepping for her livestream at Amazon Live Studios
Shoppable video offers brands meaningful opportunities to engage customers in authentic and unique ways, and in many cases, the chance to experience something new. Earlier this month, Amazon Live produced a travel-focused shoppable stream during a Virgin Voyages sailing, enabling viewers to virtually immerse themselves in the cruise experience for the first time, and shop curated vacation packages. Another brand, Method, integrated its Simply Nourish haircare products within Amazon Live’s “Beauty Haul” and “Get Ready with Me” episodes, where host Brandi Milloy inspired viewers with trending beauty tips, while they could conveniently shop the featured products.
Brands are also partnering with fan-favorite Amazon Live creators. Bravo’s Summer House star and Giggly Squad podcaster Paige DeSorbo is premiering a new original series, “In Bed with Paige DeSorbo,” on the new Amazon Live FAST Channel on June 18, where she will share her go-to fashion and lifestyle tips. Paige will host engaging conversations with a range of guests and chat with viewers, straight from her bedroom. Set to be the series’ inaugural sponsor, Unilever’s Nexxus will integrate its haircare products into the “Paige’s Nightstand and Necessities” segment.
![Paige DeSorbo, Amazon Live, GroupM, Prime Video, Amazon Freevee, shoppable content, streaming TV, branded experiences, entertainment, ecommerce integration, digital media, advertising, marketing,](https://m.media-amazon.com/images/G/01/AdProductsWebsite/images/blog/2022/grpm3._TTW_.jpg)
Creator, Paige DeSorbo, is in her bedroom set for her original series on the new Amazon Live FAST channel.
Amazon Live introduced its new FAST Channel in April, blending a shoppable social feed with 24/7 streaming of top content and creators like Lala Kent, Kyle Richards, Tastemade, and more. Watch and shop on Prime Video, Fire TV, the Freevee app, or Amazon.com/live.
Read more: Strategic moves propel business wins and client success at GroupM Mena
JioCinema Premium unlocks access to favourite serials with before TV premiere only at ₹29 per month
May 07, 2024; National: India’s New Entertainment Plan is here! India’s premium streaming platform JioCinema recently announced its ad-free plan – JioCinema Premium – with an introductory pricing of just ₹29/month for a single device and ₹89/month for up to four devices at a time. As part of the subscription, members get early access to their favourite serials like Shiv Shakti, Bhagyalakshmi, Naagini, Jai Jai Swami Samarth, Pherari Mon, Rashi Rikshawwali, and more, in addition to all on-air fiction content from Viacom18 network channels including Nickelodeon, MTV, and other the entire Colors suite of local language channels.
That’s not all! JioCinema Premium goes beyond early access and will offer 20+ TV channels from the house of Viacom18 available to stream. This will come with an ad-free experience, high-definition quality (up to 4K!), and the option to download shows for offline viewing – perfect for catching up on the go or avoiding buffering. So, what are you waiting for?
Subscribe to JioCinema Premium and binge your favourite serials before TV, only at ₹29 per month!
Link: https://www.instagram.
OpenX Announces TV+, An Ongoing Initiative to Maximize Biddable CTV
One of the top global omnichannel supply-side platforms, OpenX Technologies, has announced the launch of TV+, a continuous project to maximize CTV’s potential by fusing the most potent elements of programmatic and linear buying models. Due to an over-indexing of intermediaries in the current CTV landscape, buyers are unable to purchase in biddable media environments efficiently. Furthermore, it’s common for agencies and brands to pay CTV CPMs without having complete visibility into what they’re purchasing.
The CTV Landscape
Buyers cannot confidently rely on their KPIs when non-TV content is labeled as CTV, devaluing publishers’ premium content. With immediate effect, OpenX will remove all resellers from its CTV inventory pool in TV+’s initial phase, . This action also guarantees that publishers receive a fair portion of sales, which supports the creation of excellent content for users. Furthermore, OpenX is going to eliminate all non-TV content from its CTV inventory, which includes gaming UGC, OTT, mobile, and fireplace apps. Although OpenX intends to monetize these kinds of inventories as online video instead of CTV, this TV+ phase appropriately categorizes content, offering more exclusive advertising opportunities, a distinct inventory value, and more precise measurement.
What’s in it for publishers?
Publishers may confidently place their premium inventory into biddable environments as part of TV+’s initial step toward transforming programmatic CTV into a premium marketing opportunity, all the while providing brands and agencies with complete transparency into what they’re purchasing. TV+ provides publishers, agencies, and DSPs with an equitable and transparent value exchange through these innovations. Buyers can access direct premium publisher integrations on over 110 million measurable “glass-on-wall” devices by subscribing to TV+. Visibility into impressions is provided by log-level data, and transparency and control are enhanced by this access to direct-sourced inventory. Additionally, by guaranteeing that they are receiving premium content, this initial TV+ phase protects the interests of consumers.
Read More: OpenX Launches ConteX: A Flexible, Contextual Advertising Marketplace
Here’s what they said
Adam Roodman, SVP of product strategy and management at Yahoo said,
CTV is a powerful channel for marketers to reach and engage with their audiences. As this happens, solutions that prioritize control and transparency will enable buyers to lean into their KPIs in biddable CTV environments, helping them further realize the full promise of programmatic CTV.
Ashwin Navin, co-founder and CEO at Samba TV added,
As more marketers choose CTV for incremental reach over linear, there’s tremendous value for the ecosystem in scaling reach beyond direct buys. Solutions that provide trust and transparency empower data providers to scale audiences in CTV and digital while increasing confidence in biddable environments and optimizing working media.
Chris Kane, founder of Jounce Media stated,
The long-term growth of biddable TV advertising requires buyers and sellers to have confidence in marketplace integrity. OpenX’s TV+ creates these conditions, ensuring media buyers get the quality they expect from their TV investments and ensuring media owners, not supply chain intermediaries, are the beneficiary of those investments.
Geoff Wolinetz, SVP of publisher and demand platforms at OpenX commented,
I’ve spent the majority of my career in TV, and ensuring that CTV doesn’t repeat the same cycles as digital is imperative to the success of programmatic TV. As we embark on creating the future of CTV, we have the opportunity to make programmatic TV more efficient and effective by ensuring content is fit for purpose, accessed directly, and demand and supply partners have transparency across the value chain. This will positively impact buyer confidence, enabling them to implement key strategies such as incremental reach.
Read More: OpenX Partners with Cedara for Automated Emissions Measurement