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The launch of the tools, called NBCUniversal
Checkout, comes as many brands have reduced advertising spending
while the coronavirus batters the economy.
U.S. TV networks are poised to lose as much as $12 billion in ad
revenue in the first half of this year because of the
postponement of major sports events like the Tokyo Olympics and
the NCAA basketball tournament, according to research firm
eMarketer.
The new features will allow consumers to scan a code on their TV
screens with their phones, sending the advertiser's product
shown in the content to an online shopping cart powered by
NBCUniversal Checkout.
Users can also purchase items from a sponsored article on
NBCUniversal properties like the Today show or Spanish-language
news site Telemundo, without leaving NBC's websites.
The moves are aimed at reducing the number of steps needed to
buy an item online. NBCUniversal said it accelerated the launch
of Checkout as retailers from large companies like Macy's to
smaller shops have struggled during the pandemic.
"We're getting this in front of advertisers now, so we're able
to start integrating them as early as next month," said Josh
Feldman, executive vice president of marketing and advertising
creative at NBCUniversal.
NBCUniversal will not take a cut of sales made through Checkout
for the rest of the year, to help retailers who normally do not
have the budget to advertise on TV, Feldman said. He declined to
comment on how much the company would earn from sales after this
year.
(Reporting by Sheila Dang. Editing by Gerry Doyle)
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