• by Karlene Lukovitz  @KLmarketdaily, March 22, 2021

NBCUniversal’s interactive, cross-platform One Platform Commerce initiative has partnered with Facebook and Instagram, and is expanding via the Peacock streaming service and programmatic buying in local stations.

NBCU announced the moves during a virtual One21 event on Monday. 

The Facebook/Instagram partnership will combine the NBCU platform’s interactive tools and network of 100-plus retail brands with the social platforms’ shopping capabilities to offer shopping across video and photo content. 

Programmatic buying has been integrated into the commerce platform through a partnership with The Trade Desk, allowing allow users to interact directly within interactive ads, as well as use their smartphones to scan on-screen QR codes that connect them with retailers’ sites for purchasing. 

Local as well as national retailers can now reach 50 million-plus local viewers, in English and Spanish, with commerce-driven content through NBCU’s owned local and Telemundo television stations, the NBC Sports Regional Networks and the NBCLX network. 

NBCU says it will also offer more ShoppableTV integrations on local, linear television, and new shoppable digital and branded content opportunities online. 

Peacock will work with “Today” and other NBCU brands to offer ShoppableTV and Interactive shopping methods within new Peacock ad formats.