Amazon Live and GroupM Launch New Shoppable Content Partnership
28 Jun 2024
Amazon and GroupM have announced their partnership to co-develop original, shoppable content for Amazon’s recently launched Amazon Live free ad supported streaming TV (FAST) Channel on Amazon’s premium streaming service, Prime Video and Amazon Freevee.
This new partnership enables brands to authentically infuse product placements and messaging in shows tailored for their intended audience. With Amazon’s ‘shop the show’ capability, consumers can easily shop featured products on their mobile device without interrupting what they are watching. 75% of US adults use mobile devices while watching TV. (1) 1 Samba TV H223 US. State of Viewership Report, 2023
"We're excited to work with brands to develop new, shoppable content formats for customers”, says Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. "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.”
Shoppable videos allow brands to engage with their audience in a new way compared to other types of advertising. Live shoppable content on Amazon signifies a major shift in e-commerce, blending entertainment with shopping. For brands, this evolution offers numerous opportunities and challenges.
Opportunities for Brands
Increased Engagement
Interactive Experiences: Live streams allow brands to engage with customers in real-time, answering questions, demonstrating products, and showcasing features, which can significantly enhance customer experience and trust.
Authenticity: Live content can provide a more authentic and relatable presentation of products, which can build stronger connections with the audience.
Boosted Sales
Impulse Buying: The immediacy and excitement of live shopping can drive impulse purchases, increasing sales volumes.
Exclusive Offers: Brands can offer time-sensitive deals or exclusive products during live streams, encouraging viewers to make quick purchasing decisions.
Valuable Insights:
Customer Feedback: Real-time interactions provide immediate feedback on products and marketing strategies.
Data Analytics: Amazon’s analytics can offer insights into viewer behaviour, preferences, and purchasing patterns, helping brands refine their strategies.
Challenges for Brands
Content Creation:
Quality Production: High-quality live streams require investment in good production equipment and skilled personnel.
Engaging Hosts: Finding or training charismatic and knowledgeable hosts who can engage an audience effectively is crucial.
Resource Intensive:
Time and Effort: Regular live streaming requires a significant time commitment and meticulous planning.
Cost: While potentially lucrative, the cost of producing live content can be high, especially for smaller brands.
Managing Expectations:
Real-time Challenges: Live content is unpredictable. Technical issues, unexpected questions, or mishaps can occur, requiring brands to be adaptable and quick-thinking.
Consistency: Maintaining a consistent and engaging presence can be challenging, especially in terms of content quality and frequency.
Summary
In summary, live shoppable content on Amazon presents a dynamic opportunity for brands to enhance engagement, increase sales, and gain valuable insights. However, it also requires careful planning, significant resources, and a strategic approach to manage the associated challenges effectively. If you want to explore how you can continue to grow your brand on Amazon, simply get in touch with Toucan today.
Amazon and GroupM have announced their partnership to co-develop original, shoppable content for Amazon’s recently launched Amazon Live free ad supported streaming TV (FAST) Channel on Amazon’s premium streaming service, Prime Video and Amazon Freevee.
This new partnership enables brands to authentically infuse product placements and messaging in shows tailored for their intended audience. With Amazon’s ‘shop the show’ capability, consumers can easily shop featured products on their mobile device without interrupting what they are watching. 75% of US adults use mobile devices while watching TV. (1) 1 Samba TV H223 US. State of Viewership Report, 2023
"We're excited to work with brands to develop new, shoppable content formats for customers”, says Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. "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.”
Shoppable videos allow brands to engage with their audience in a new way compared to other types of advertising. Live shoppable content on Amazon signifies a major shift in e-commerce, blending entertainment with shopping. For brands, this evolution offers numerous opportunities and challenges.
Opportunities for Brands
Increased Engagement
Interactive Experiences: Live streams allow brands to engage with customers in real-time, answering questions, demonstrating products, and showcasing features, which can significantly enhance customer experience and trust.
Authenticity: Live content can provide a more authentic and relatable presentation of products, which can build stronger connections with the audience.
Boosted Sales
Impulse Buying: The immediacy and excitement of live shopping can drive impulse purchases, increasing sales volumes.
Exclusive Offers: Brands can offer time-sensitive deals or exclusive products during live streams, encouraging viewers to make quick purchasing decisions.
Valuable Insights:
Customer Feedback: Real-time interactions provide immediate feedback on products and marketing strategies.
Data Analytics: Amazon’s analytics can offer insights into viewer behaviour, preferences, and purchasing patterns, helping brands refine their strategies.
Challenges for Brands
Content Creation:
Quality Production: High-quality live streams require investment in good production equipment and skilled personnel.
Engaging Hosts: Finding or training charismatic and knowledgeable hosts who can engage an audience effectively is crucial.
Resource Intensive:
Time and Effort: Regular live streaming requires a significant time commitment and meticulous planning.
Cost: While potentially lucrative, the cost of producing live content can be high, especially for smaller brands.
Managing Expectations:
Real-time Challenges: Live content is unpredictable. Technical issues, unexpected questions, or mishaps can occur, requiring brands to be adaptable and quick-thinking.
Consistency: Maintaining a consistent and engaging presence can be challenging, especially in terms of content quality and frequency.
Summary
In summary, live shoppable content on Amazon presents a dynamic opportunity for brands to enhance engagement, increase sales, and gain valuable insights. However, it also requires careful planning, significant resources, and a strategic approach to manage the associated challenges effectively. If you want to explore how you can continue to grow your brand on Amazon, simply get in touch with Toucan today.
Amazon and GroupM have announced their partnership to co-develop original, shoppable content for Amazon’s recently launched Amazon Live free ad supported streaming TV (FAST) Channel on Amazon’s premium streaming service, Prime Video and Amazon Freevee.
This new partnership enables brands to authentically infuse product placements and messaging in shows tailored for their intended audience. With Amazon’s ‘shop the show’ capability, consumers can easily shop featured products on their mobile device without interrupting what they are watching. 75% of US adults use mobile devices while watching TV. (1) 1 Samba TV H223 US. State of Viewership Report, 2023
"We're excited to work with brands to develop new, shoppable content formats for customers”, says Julie Haleluk, Global Head of Growth for Amazon Shopping Videos. "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.”
Shoppable videos allow brands to engage with their audience in a new way compared to other types of advertising. Live shoppable content on Amazon signifies a major shift in e-commerce, blending entertainment with shopping. For brands, this evolution offers numerous opportunities and challenges.
Opportunities for Brands
Increased Engagement
Interactive Experiences: Live streams allow brands to engage with customers in real-time, answering questions, demonstrating products, and showcasing features, which can significantly enhance customer experience and trust.
Authenticity: Live content can provide a more authentic and relatable presentation of products, which can build stronger connections with the audience.
Boosted Sales
Impulse Buying: The immediacy and excitement of live shopping can drive impulse purchases, increasing sales volumes.
Exclusive Offers: Brands can offer time-sensitive deals or exclusive products during live streams, encouraging viewers to make quick purchasing decisions.
Valuable Insights:
Customer Feedback: Real-time interactions provide immediate feedback on products and marketing strategies.
Data Analytics: Amazon’s analytics can offer insights into viewer behaviour, preferences, and purchasing patterns, helping brands refine their strategies.
Challenges for Brands
Content Creation:
Quality Production: High-quality live streams require investment in good production equipment and skilled personnel.
Engaging Hosts: Finding or training charismatic and knowledgeable hosts who can engage an audience effectively is crucial.
Resource Intensive:
Time and Effort: Regular live streaming requires a significant time commitment and meticulous planning.
Cost: While potentially lucrative, the cost of producing live content can be high, especially for smaller brands.
Managing Expectations:
Real-time Challenges: Live content is unpredictable. Technical issues, unexpected questions, or mishaps can occur, requiring brands to be adaptable and quick-thinking.
Consistency: Maintaining a consistent and engaging presence can be challenging, especially in terms of content quality and frequency.
Summary
In summary, live shoppable content on Amazon presents a dynamic opportunity for brands to enhance engagement, increase sales, and gain valuable insights. However, it also requires careful planning, significant resources, and a strategic approach to manage the associated challenges effectively. If you want to explore how you can continue to grow your brand on Amazon, simply get in touch with Toucan today.