Paramount debuts mobile shopping content during CMT Music Awards

A leading media and streaming company launched artificial intelligence (AI)-based shoppable mobile content during a country music awards broadcast.

Paramount provided seamlessly shoppable content using the new Shopsense AI retail media platform during the CMT Music Awards red carpet pre-show coverage airing on the CMT channel on Sunday, April 7, 2024.

During the Shopsense-enabled shopping experience during the red carpet lead-up to the CMT Music Awards live broadcast, viewers were able to visit a dedicated mobile site to browse and buy items from a curated collection of apparel items inspired by what they saw celebrities wearing on-screen. 

In addition, beginning Tuesday, April 9, 2024, viewers of the CBS Sports Golazo Network will be able to seamlessly buy select team-, player- and host-inspired merchandise.

Paramount will also make the CBS daytime talk show “The Talk” shoppable with Shopsense AI technology beginning April 12, offering viewers a curated collection of apparel and accessories inspired by what the hosts are wearing (Paramount is the parent company of TV network CBS).

Paramount was able to integrate the Shopsense AI solution without using a software development kit (SDK) and activate second-screen shopping without requiring viewers to use a remote control device or QR code to shop. The platform connects audiences directly to shoppable content and lets them check out within the publisher’s app or e-commerce site.

Shopsense says it will also soon roll out a new feature, Shopsense Lens, that lets consumers “snap and shop,” capturing images of products in shows they’re viewing and then instantly purchasing them directly through the publisher’s app.

"Paramount’s premium entertainment content consistently influences consumer shopping journeys," said John Halley, president of Paramount Advertising. "TV is no longer just a top-of-the-funnel awareness generator. It is a one-to-one vehicle that brings the full funnel to the living room. We’re thrilled to launch with the Shopsense AI platform at the CMT Music Awards to capitalize on fandom and see it expressed through commerce."

"With so many consumers scrolling on their phones while they watch TV on a bigger screen, content publishers like Paramount have been looking for ways to activate a frictionless, personalized and convenient second-screen shopping experience for their viewers," said Glenn Fishback, CEO and co-founder of Shopsense AI. 

"Shopsense AI provides an end-to-end solution that makes it easy for consumers to shop their favorite products on a second device while they watch TV," said Fishback. "Our AI-curated storefronts instantly turn every show into a shopping journey that features an endless selection of products to browse and purchase, versus a labor-intensive experience where they have to manually select items."

Discount giant Walmart has also collaborated on shoppable TV content with partners including NBCUniversal and Roku.

The Paramount media portfolio includes CBS, Showtime Networks, Paramount Pictures, Nickelodeon, MTV, Comedy Central, BET, Paramount+ and Pluto TV.