Amazon and GroupM have been engaged in an unique partnership for the previous six months to embed manufacturers inside shoppable livestreams, with work being debuted on the Cannes Lions pageant this week.
Amazon launched a stay shoppable free ad-supported TV (FAST) channel on Prime Video and Freevee in April, that includes rolling programming from manufacturers, celebrities and creators.
Amazon Reside content material was beforehand solely accessible on desktop, cellular and Hearth TV, with this content material streamed by greater than 1 billion prospects within the U.S. and India in 2023, the corporate mentioned.
Viewers should buy gadgets featured inside the livestreams by opening the Amazon Procuring app on their telephone and typing “store the present” into the search bar, which surfaces a carousel of merchandise being proven on TV. That is enabled by way of account authorization and inaudible tone expertise to synchronize a consumer’s gadgets to their stay expertise.
It was key for Amazon to supply a shoppable expertise that didn’t “disrupt or trigger friction inside the expertise,” as do choices requiring customers to scan a QR code, mentioned Julie Haleluk, world head of progress for Amazon Shoppable Video, in an interview with Marketing campaign US.
She mentioned open charges for the “store the present” expertise in Could surpassed Sky Media’s QR code open fee averages of 0.3% to 0.8%, based mostly on information from 2022.
Amazon has been working with GroupM because the starting of the 12 months to carry manufacturers into the stay purchasing content material, both by way of sponsorship of a creator’s stream or by growing a branded stream.
Manufacturers can select to lean on Amazon’s in-house content material studio to create the branded content material or work with GroupM’s leisure group to determine a third-party manufacturing home. They personal the rights to something co-created with Amazon and GroupM and may repurpose the content material for his or her web site or social channels.
Haleluk described it as a “new sort of branded content material.”
“These aren’t commercials or your customary promoting — it’s about seamlessly integrating merchandise, messaging and experiences from manufacturers into content material tailor-made for his or her goal audiences,” she mentioned.
The partnership between Amazon and GroupM was introduced on stage on the Cannes Lions pageant on Monday, June 17. However GroupM’s unique association as Amazon Reside’s co-creation associate is now coming to an in depth.
“The rationale we wished to go ahead with an unique association for a interval of six months was that we do imagine that that is the subsequent frontier within the marriage of content material and commerce,” mentioned Susan Schiekofer, chief digital funding officer at GroupM.
“It allowed us to have that six-month interval to carry this to our shoppers and to speak by way of varied concepts — of which now we have many which might be coming to fruition.”
Whereas shopper packaged items, shopper electronics and grocery firms have been the primary to check the format with GroupM, Schiekofer mentioned “the chances are actually limitless.”