But Bravo TV thinks of shoppable video as a means of engagement, not as a sales driver.
This is because customers don’t visit the site to shop, Viles said. “We wanted engagement to come from a moment of inspiration and entertainment during the show, whether you posted to Facebook, pinned a look on Pinterest or visit The Lookbook.”
While the shoppable ads cater to mobile users, BravoTV.com’s total digital audience grew 91% year over year, according to comScore.
As a point of reference, there were more than 9 million desktop video views on BravoTV.com in October, not factoring in mobile. In November, there were 10.14 million unique visitors cross-platform for BravoTV.com.
Although Bravo is beginning with “Girlfriends’ Guide To Divorce,” Viles noted fan interest in shopping the looks and styles from popular programs like the “Real Housewives” cast reunions.
Thus, it’s prioritizing fashion, beauty and design-related content while evaluating new formats for original/digital video content.
For instance, Bravo is featuring more “haul videos,” a format popularized by YouTube stars who “unbox” purchases and narrate the aftermath of their shopping sprees.
“It makes sense for us,” said Viles, “in everything we do, to produce video.”