Dive Brief:
- Shopsense AI and lifestyle media company Tastemade launched this week its new shoppable home improvement series, “Kitchen Glow Up,” according to a company news release sent to Retail Dive. The series is hosted by chef Ellen Marie Bennett, founder and chief brand officer of DTC kitchenware company Hedley & Bennett.
- Users can access the Tastemade Kitchen Glow Up store to shop items from the series for kitchens, pantries and other cooking spaces. Each episode will be shoppable and introduce new items on its storefront weekly.
- The show, which premiered Tuesday at 7 p.m. on Tastemade’s streaming channel, will introduce homeowners to “beautifully designed spaces fit for a chef” with Bennett there to emphasize function to those facing unique kitchen challenges, according to the release.
Dive Insight:
Shopsense said nearly nine out of 10 U.S. consumers use mobile devices to view shoppable content while watching their favorite shows. The retail media platform is leveraging this data with its latest collaboration.
“Tastemade understands that younger audiences are looking for a more engaging television experience,” Marissa Ramirez, senior vice president of business development at Shopsense AI, said in a statement. “We’re excited to work with Tastemade as they blaze a new trail in modern media and move shoppable content forward in a way that closes the gap between the point of inspiration and the moment of transaction.”
Growing its list of shoppable experience partners, Shopsense AI said the collaboration with Tastemade launches the company into the massive lifestyle category, per the release. In accordance with its mission, Shopsense AI is pushing for shoppable content across different formats like live sports, award shows and daytime talk shows.
Shopsense AI launched its retail media platform in early April, calling itself the “fastest-growing advertising segment in the U.S.” The platform has worked with Paramount for the CMT Music Awards and TelevisaUnivision in hosting the Latin American Music Awards. During both awards shows, viewers could shop artists-inspired looks with the patent-pending, second-screen shopping tech.
The company has also made ties with CBS Sports Golazo Network, with some shoppable games offering team, player and host-inspired merchandise. Additionally, CBS’s daytime show “The Talk” has also integrated its tech for viewers to shop outfits worn by the hosts.
Last week, Shopsense AI announced another partnership with advertising company Magnite to launch ad programs from brands across its platform. As performance buying teams look to supply partners for fully engaging media plans, TV broadcasters using Shopsense’s platform are maximizing on exposure, consideration and the likelihood to convert for their sponsors, per the company. Retail media storefronts make it easier, per Shopsense, for brands and performance buyers to coordinate planning, activation and measurement across their preferred digital signal processors.
