Page 28 - AeM_Oct_2017_final

COMPANIES & CAMPAIGNS

“Shoppable” videos, especially when

personalized, turn eCommerce

marketers’ heads

According to eMarketer, programmatic is still in its in- across ZALORA e-commerce platforms.
fancy in several emerging markets in Asia Pacific, but The videos, enhanced with TheTake’s patented neural
more mature markets are beginning to mirror the US’ network technology, identify where and when products
and Western Europe’s adoption rates, raising the ques- appear on screen, matching fashion items from the
tion why programmatic is taking off in some markets, clips with ZALORA’s product catalogue. Consumers
but not others, and what the future holds for ad buying can view the video, browse the content and select
automation in the region. items via mouse-over or in a “shoppable” bar, choose
their preferred size and color and instantly purchase
Will the fashion e-commerce industry lead the their items.
movement?
Tyler Cooper, Co-Founder and CEO of TheTake, stat-
For instance, DIVA – the women’s entertainment desti- ed: “At TheTake, we are focused on eliminating the
nation channel brand from NBCUniversal International barriers between inspiration, identification and pur-
Networks (NBCUIN), together with ZALORA – Asia’s chase. This is a shared vision that we are thrilled to
leading online fashion destination, and TheTake – the bring to the APAC region with our partners at NBCU
cutting edge Artificial Intelligence startup based in NYC, and ZALORA. By connecting NBCUIN’s world class
just announced an exciting, new initiative. content with ZALORA’s powerful e-commerce infra-
structure, our technology will give audiences immediate
Visitors to ZALORA platforms (online, on mobile and in- access to the inspirational items they see in the content
app) they love. It is an ideal partnership and we are thrilled
in Singapore, Malaysia, Indonesia, Philippines, Hong to be involved.”
Kong and Taiwancan now shop for ZALORA fashions
directly from specially created NBCUIN video content, Based on the U.S. format of the hit makeover series,
based on the 'How Do I Look? Asia' series, available How Do I Look? Asia: Season Three features women
28 October 2017 - Programmatic & Native Advertising