During the 2024 MTV Video Music Awards (VMAs), viewers will have a new way to engage with the show: live shopping.
Through a partnership between Paramount Global, MTV’s parent company, and shoppable advertising company Shopsense AI, fans will be able to shop the outfits they see in real time. This initiative marks a significant move for both retailers and media companies as they explore innovative ways to monetize content.
The Shopsense AI-powered lens, debuting at the VMAs, allows viewers to snap photos of on-screen looks and browse similar options through Shopsense’s product recognition algorithm. As many celebrities will wear custom couture, the software will offer more affordable “dupes” across a range of price points. By integrating this technology, viewers can seamlessly shop without pausing the show, a key feature aimed at maintaining engagement while boosting sales.
This collaboration aligns with media companies’ ongoing efforts to generate new revenue streams amid shifting consumer behaviors. As traditional advertising models face challenges, integrating shopping experiences directly into live programming presents a novel solution. Each time a viewer makes a purchase or clicks on an item, Paramount benefits financially.
Bryan Quinn, co-founder of Shopsense and a former Amazon executive, noted that the technology capitalizes on how viewers already engage with content—by using their phones or tablets while watching TV. This approach allows for a non-disruptive shopping journey that enhances the viewing experience without requiring viewers to take any extra steps.
Advertisers are particularly excited about the live shopping potential. Paramount has emphasized that the VMAs, known for attracting large audiences, are the ideal platform for this type of integration. As media companies aim to increase profitability in a fragmented entertainment landscape, live events like the VMAs, sports, and news have become critical for drawing advertising dollars.
Shopsense has partnered with over 1,000 retailers, including Macy’s, Nordstrom, and Urban Outfitters, to showcase their products on the platform. This gives retailers a direct channel to engage consumers in real-time, capitalizing on moments of spontaneous inspiration. Other major companies, such as Disney, have also explored shoppable ad formats, indicating a broader industry trend toward integrating AI into advertising strategies.
With the VMAs on both MTV and the Paramount+ streaming platform, Paramount hopes that the Shopsense partnership will redefine how viewers interact with live TV. As the ad market begins to recover after pandemic-related slumps, innovations like this could become vital for driving revenue.
Looking ahead, Shopsense plans to extend its services to other media companies and shows, offering viewers the ability to purchase exact or inspired items featured in various programs. According to Shopsense CEO Glenn Fishback, this could turn TV into a “retail powerhouse” that blurs the line between entertainment and shopping.
The 2024 VMAs will also feature branded content integrations, influencer activations, and on-the-ground promotions from major advertisers like Burger King, Doritos, and Pepsi.
