A+E Networks is teaming up with home decor and furniture ecommerce site Wayfair to create its first-ever “fully shoppable” TV show. Billed as its most ambitious branded content push, A+E will start airing this lifestyle and home improvement show titled The Way Home this weekend on the Lifetime channel. Every item that appears on the show will be available for purchase on Wayfair’s site. After each segment, the hosts will direct viewers to check out Wayfair.com, and the show will feature on-screen pop-up animations to drive viewers to the Wayfair site.
To better measure the show’s impact on sales, A+E Networks and Wayfair are also teaming up with advanced TV analytics firm Samba TV, which will provide cross-platform measurement and report how effectively on-air marketing drives viewers to the show and how the show drives engagement on Wayfair’s website.
What Brands Should Do
This show still serves as an interesting example of how traditional media companies can work with online retailers to reinvent TV shopping by introducing ecommerce into the living room via branded content. There is also the potential of integrating mobile as a touchpoint to direct viewers to the Wayfair site in a more targeted way. With more and more consumers opting for the ad-free experiences enabled by subscription-based services and ad blockers, it is imperative that brands and media owners work together to engage audiences in new ways, such as sponsored content and native ads.
For more information on how brands should leverage interesting branded content to earn consumer eyeballs, check out the Ad Avoidance section of our Outlook 2016.