Tastemade is the latest streamer to incorporate shopping features into its programming via second screens, in collaboration with retail media technology company Shopsense AI.
In its latest partnership, ShopSense will allow US viewers to shop items from Tastemade's lifestyle streaming content, with a new series launching last week. Kitchen brillianceEach episode features an on-screen prompt that directs viewers to a storefront where they can browse and buy products inspired by the show, hosted by professional chef and designer Ellen Marie Bennett. Powered by Shopsense, the store will carry aprons from Bennett's brand, Hedley & Bennett, as well as kitchen, pantry and cooking supplies, as well as products from major retailers like Target, said Evan Bregman, general manager of Tastemade. New products will be added to the store every week.
The ShopSense-powered stores, which can be accessed from mobile phones, are themed around Tastemade and the series and link to third parties where the checkout process takes place. Bergman said the streamer will have various calls to action for the shopping experience across its platforms, including social and newsletter channels, in addition to Tastemade's linear streaming feed.
The experience through Shopsense is Kitchen brillianceBregman told StreamTV Insider that “this is just the first step” for the streamer, who is now distributing its free, ad-supported streaming TV (FAST) channels across major platforms.
“The stores will remain open beyond that and we have a lot more planned for the coming months,” he commented, noting that Tastemade has plans to launch the storefronts with additional series and other promotional periods.
Shopsense uses patent-pending technology to integrate content and commerce, leveraging AI to surface both exact matches and similar products on-screen, while capitalizing on consumer behavior where viewers often have a mobile device, such as a smartphone, in their hands while watching a television program.
“Shopping plays a key role in transforming audiences into actionable people and brings us closer to our audiences in a way that fills their lives with great hobbies,” Bregman said in a statement. “We're excited to see how audiences and brands can interact on this unique platform.”
Speaking at the CIMM Summit last October, Bregman shared statistics that show 80% of Tastemade viewers have actually gone out and made something inspired by what they saw, whether it be a recipe, a craft at home, etc. Additionally, 75% of Tastemade's social audience agrees that they are more likely to buy a product that Tastemade recommends.
“Tastemade understands that younger audiences are looking for more engaging TV experiences,” said Marissa Ramirez, SVP of business development at ShopSense AI. “We're thrilled to work with Tastemade as they blaze new trails in modern media, advancing shoppable content in a way that bridges the gap between moments of inspiration and moments of transaction.”
While Shopsense doesn't allow users to purchase content directly on their TV screens like some shopping pilots like Roku and Walmart have, it has gained popularity for its second-screen-enabled shopping features and has enabled a range of experiences for partners, including linear content.
This includes a retail media platform it launched with Paramount Global in April, which featured a “Shop the Screen” experience for the CMT Music Awards, which aired on CBS and Paramount+. Later in April, ShopSense placed merchandise featuring teams, players and hosts in storefronts across the CBS Sports Golazo Network, as well as episodes of the CBS daytime talk show. The story A fashion collection inspired by our hosts.
Shopsense also partnered with Spanish-language media company TelevisaUnivision to create four curated collections for the Latin American Music Awards, which aired live on Univision, UNIMÁS, Galavision and streamer ViX. During TelevisaUnivison's Upfront last month, the company said it would continue to roll out new Shopsense-powered storefronts this year, along with additional IP.
Other tech companies using AI, such as KERV Interactive, are working to power shoppable TV experiences for streamers like NBCUniversal's Peacock, CTV advertising for music video network Vevo, and interactive formats for Vizio's WatchFree+. Disney also unveiled its tech for second-screen shoppable streaming ads earlier this year.
