With e-commerce sales expanding faster than the advertising market, the integration of content and commerce has become a bigger priority for media companies. The pandemic sped up this convergence as consumers shunned brick-and-mortar stores and spent more time shopping from home.
NBCUniversal, which today is hosting its One21 event to showcase its One Platform that gives advertisers a way to reach target audiences at scale, has made a big push into mixing content and commerce. Its platform marks a convergence among a variety of technologies that encompass linear and streaming TV, connected devices, online payments and high-speed internet.
‘From Passion to Purchase’
The technologies make it “possible to drive that experience where you can see something in a piece of programming and at that moment of inspiration decide that you want it, and in a couple clicks have it on the way to your home,” Evan Moore, vice president of commerce partnerships at …