NBCUniversal is expanding its shoppable ad formats with a new checkout feature that will allow consumers to purchase items directly within a piece of content, instead of being re-directed to a retailer’s website.
The move is a play for direct-to-consumer brands that don’t typically advertise on TV.
The new functionality comes as retailers grapple with shuttering stores amid COVID-19 and are forced to rely on e-commerce models for sales. NBCU will waive technology and cart fees through the end of the year in an effort to help those brands struggling in the current environment.