And the VMA Goes To… Shoppable Ads

If you watched the MTV Video Music Awards (VMAs) on Wednesday, you might have noticed a uniquely live aspect of the show — and it wasn’t a musical performance.

Live Show, Live Shopping

The awards show marked the big stage debut of an emerging advertising strategy known as “live shopping”. As stars walked down the red carpet, viewers were able to snap photos of celebrities’ clothing and instantly shop for similar styles, with the help of a new AI-powered tool. Paramount received a percentage of revenue every time a viewer bought a product through Shopsense’s platform, according to a CNBC report.

These shoppable ads are the result of a partnership between MTV-parent Paramount (PARA) and a startup called Shopsense AI. TV outlets — and, to a lesser but growing extent, streaming platforms — largely depend on advertising to drive revenue. Live shopping integration offers an upgrade to this traditional model. Disney (DIS) is meanwhile beta-testing its own native shoppable ad experience.

Live shopping’s core appeal to consumers is its convenience. And what’s more convenient than immediately shopping for what’s on your screen?

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