Comcast may be making changes to its cable networks, but it is still focused on testing new ideas for NBCUniversal. NBC linear broadcast and Peacock are introducing shoppable elements to coincide with the start of Black Friday shopping. This partnership is expanding with Walmart in time for Thanksgiving.
NBCUniversal is adding shoppable components to live sports on NBC linear and Peacock streaming inventory on Thanksgiving Day. This will happen right before the Black Friday shopping rush. Walmart Connect retail media shopper data will be used for linear TV for the first time to track sales attributed to media displayed during live sports programming. NBC has a full Thanksgiving Day lineup including NFL football, the Macy’s Day Parade, and The National Dog Show.
NBCUniversal’s President of Advertising & Partnerships, Alison Levin, highlighted the collaboration with Walmart Connect as an innovative way to engage viewers and provide accountability for marketers. Walmart is featuring Black Friday deals on NBCU’s linear and streaming feeds using QR codes for viewers to access deals on their website. They are also using a new “text-to-shop” function in the “Shop the Pod” format sponsored by Walmart to enhance the shopping experience without interrupting content viewing.
Consumers can shop for CPG and other brands available at Walmart while advertisers will receive closed-loop measurement to track sales across linear and streaming media displayed during programming. This marks the first time Walmart Connect retail media data is used for traditional linear TV. The goal is to show advertisers the full impact of TV advertising from brand awareness to sales attribution.
Walmart’s GM and SVP of Walmart Connect, Rich Lehrfeld, emphasized the new advertising opportunities created by the partnership. The collaboration aims to connect in-store purchase data to linear audiences, offering a comprehensive view of ad performance. NBCUniversal believes this partnership will revolutionize live sports advertising and provide valuable insights for advertisers.
In addition to live sports, NBCUniversal is expanding interactive commerce-related ad experiences like Virtual Concessions on Peacock and NBC for holiday programming. This feature allows advertisers to offer interactive ads prompting viewers to order food, beverages, and other items via QR codes. The upcoming expansion will include NBCU’s Christmas in Rockefeller Center program.
The collaboration between NBCUniversal and Walmart goes beyond Thanksgiving, building on previous successful partnerships. This innovative approach to advertising and shoppable content demonstrates the potential for engaging viewers and driving sales. As NBCUniversal continues to evolve its advertising strategies, partnerships like these will shape the future of TV advertising.