Walmart launches shoppable ads on NBCUniversal’s Peacock

Walmart and NBCUniversal are launching a new commerce partnership that allows streaming viewers to shop items featured in a hit TV show. Beginning today, fans of Bravo’s “Below Deck Mediterranean” will have access to a new shopping experience on Peacock that allows watchers to navigate with their remote and buy products from Walmart that are featured in the reality series.

Special episodes of “Below Deck Mediterranean” that include the new shopping experience will run Nov. 7, Dec. 5 and Dec. 12.

Must ShopTV. This is the first time NBCUniversal has used the new Must ShopTV experience.

The experience is powered by KERV Interactive and uses AI technology to identify objects that appear in episodes of “Below Deck Mediterranean.” During commercial breaks, same or similar products appear in a carousel that viewers can flip through with their TV remotes.

For instance, dishware that appears in a dinner scene in the episode will become shoppable in the Must ShopTV carousel.

Seamless buying. Viewers can then scan a QR code that appears next to the product on their TV screen. The QR code takes them to a Walmart checkout on their phones.

Ads are paired with Walmart’s inventory to insure that advertised items are available for purchase.

“For so long, viewers had to take the hard route, scouring the internet to find a product like what they saw their favorite icons or creators use in-show,” said Josh Feldman, global chief marketing officer, advertising and partnerships, NBCUniversal, in a company release. “Now, through the power of Must ShopTV, and with Walmart as our launch partner, Bravo fans can get even closer to the content they love by discovering the brands that are already part of the story.”

“We know some of our customers’ most loved TV shows right now are on Bravo,” said William White, CMO, Walmart U.S., in a statement. “By expanding our shoppable TV footprint with NBCUniversal, we’re pairing our incredible product assortment with some of their most talked-about content so our customers can quickly purchase items inspired by their favorite cast members while they’re watching.”

Why we care. Ad types like Must ShopTV and Roku Action Ads are bridging the gaps between product placement and purchase, making TV content truly interactive and shoppable. Large retailers like Walmart (Walmart also piloted Roku Action Ads in 2022) have the inventory and easy checkout to make these experiences useful to viewers. Most importantly, the appetite is there — smart TV owners say they’re ready to shop.

Dig deeper: Samsung sees success with shoppable TV ads