Is shopping entertainment? Evan Moore, Senior Vice President, NBCUniversal Advertising & Partnerships, answers the question. NBCUniversal uses composable commerce to enable seamless shopping experiences but their unique approach to commerce is also leveraging moments of inspiration (built with their audiences) to the benefit of the brand partners they work with. Evan recounts a key moment when instead of moving an existing audience to a new ecommerce destination, they pivoted to bring the commerce experience to where the audiences already were. If phase one of shoppable television is taking existing content and layering it on top of ecommerce capabilities, then what’s around the corner for phase two? Evan explains what he foresees will be a valuable extension of the entertainment experience.

Timestamps:

00:35 - Introducing Evan Moore, Senior Vice President, NBCUniversal Advertising & Partnerships, his role & NBCUniversal’s approach to commerce

02:04 - What has the impact of composable commerce been on NBCUniversal’s business and what innovations is it enabling?

07:06 - What opportunities are composable commerce bringing to NBCUniversal? (use cases, shopper experiences)

16:36 - What do you foresee as the future of commerce in entertainment? What trends are you paying attention to?

25:02 - The intersection between commerce, entertainment and advertising