TVGuide.co.uk is the UK's No.1 website for TV listings, providing comprehensive listings for all TV platforms in the UK on terrestrial, Freeview, Freesat, Sky, Virgin & Tiscali. Consumers can search for TV programmes, films, and sports and also catch up on shows they have missed. Since TV consumers get inspired by the fashion donned by celebrities they see on visual platforms, TVGuide came up with an idea to integrate shoppable technology into their advertising strategies.
Tvguide found out that often consumers got inspired by the celebrity fashion apparels they see on visual media platforms, but found it hard to describe them, the occasion, it's color and even apparel style in textual format. That’s how Tvguide in collaboration with the online retailer Very.co.uk and ViSenze came up with Drag and Shop - shoppable banner ads, a way user can instantly shop something they see on TV and press.
TVGuide and Shop Direct team worked closely with ViSenze to implement Search by Image in the drag and shop functionality.
“We were very happy with the ROI achieved from the Drag and Shop banners and also by the underlying technology of Computer Vision. ViSenze was also proactive and approachable in each phase of implementation.”
-Shop Direct Group
"We found that 60 percent of consumers felt our ‘Drag & Shop’ feature was valuable to their online shopping experience, making this as our most successful banner ad to date. We are excited to explore more features with ViSenze in near future and bring innovative technologies to our customers”
The drag and shop banners are placed next to article images featuring celebrities wearing amazing outfits. If a user likes the clothes on the celebrity, they can simply drag the image into the banner. ViSenze’s search by Image which uses computer vision technology identifies the items of clothes in the image and return matching outfits from the fashion
Search By Image enables shoppers to upload a photo of an item in order to search for exact or similar products on the platform.
As a result of the banner ad campaign, Very.co.uk contracted six million banners across UK publishers including TV Guide, saw an ROI of 12X, and a 22 percent interaction rate.
In addition to this, TvGuide saw a 43 percent increase in ad recall from competitors’ customers, specifically for 35+ year-olds that prefer to buy clothes online.
TVGuide was also named as a finalist in the 2018 EMEA Biggies Awards for Ad Banner Campaign in the 'Excellence in Use of Artificial Intelligence' Category.