Univision is trying a new approach to broadcast advertising. Partnering with ACTV8me, it will test a “Shop While You Watch” strategy, selling products to viewers while they’re watching the network’s programs.
ACTV8me, an enhanced TV advertising platform, allows advertisers to send tailored offers directly to a user’s mobile device during TV, radio, and streaming media consumption. Instant offers and content sent to the consumer’s native mobile wallet (Apple Wallet or Google Wallet) can then be redeemed online or in-store.
According to Sam Abiad, Univision’s SVP of Ad Sales Operations, the platform is an innovative way to “enhance” advertiser activations “while providing measurable results in real-time.”
The ACTV8 and Univision partnership will also launch interactive programming, which will prompt Univision viewers to download the free Mobii app while watching “Despierta América” and other network programs.
When an interactive segment is aired, viewers will receive mobile offers tied to the on-air programming. They’ll be able to save them to their mobile wallets to redeem them online or in-store.