shoppableAccording to eMarketer, programmatic is still in its infancy in several emerging markets in Asia Pacific, but more mature markets are beginning to mirror the US’ and Western Europe’s adoption rates, raising the question why programmatic is taking off in some markets, but not others, and what the future holds for ad buying automation in the region. Will the fashion e-commerce industry lead the movement?

For instance, DIVA – the women’s entertainment destination channel brand from NBCUniversal International Networks (NBCUIN), together with  ZALORA – Asia’s leading online fashion destination, and TheTake – the cutting edge Artificial Intelligence startup based in NYC, just announced an exciting, new initiative.

Visitors to ZALORA platforms (online, on mobile and in-app) in Singapore, Malaysia, Indonesia, Philippines, Hong Kong and Taiwan can now shop for ZALORA fashions directly from specially created NBCUIN video content, based on the 'How Do I Look? Asia' series, available across ZALORA e-commerce platforms.

The videos, enhanced with TheTake’s patented neural network technology, identify where and when products appear on screen, matching fashion items from the clips with ZALORA’s product catalogue. Consumers can view the video, browse the content and select items via mouse-over or in a “shoppable” bar, choose their preferred size and color and instantly purchase their items.

Tyler Cooper, Co-Founder and CEO of TheTake, stated: “At TheTake, we are focused on eliminating the barriers between inspiration, identification and purchase. This is a shared vision that we are thrilled to bring to the APAC region with our partners at NBCU and ZALORA. By connecting NBCUIN’s world class content with ZALORA’s powerful e-commerce infrastructure, our technology will give audiences immediate access to the inspirational items they see in the content they love. It is an ideal partnership and we are thrilled to be involved.”

Based on the U.S. format of the hit makeover series, How Do I Look? Asia: Season Three features women from all across Asia as they embark on a brave journey of ultimate transformation through glamourous makeovers. Jeannie Mai serves as host and Executive Producer and online fashion retailer ZALORA returns for the third consecutive year as the show’s Official Wardrobe Partner.

Each week consumers can expect new video content in four different storylines:
1. “MAITIPS”:  Host of How Do I Look? Asia, Jeannie Mai, gives her top tips on matching items to create and own your style.
2.  “MAICHOICE”:  Jeannie gives her views on some select looks, essential for a stylish wardrobe.
3.  “YUMIKA”: ZALORA Fashion Insider, Yumika, gives her picks of the latest looks available at ZALORA.
4.  “THE REVEAL”Shop the show!  Your chance to shop the looks that Jeannie and the stylists chose on the show itself.

Tito Costa, Chief Marketing Officer of ZALORA, shared: "ZALORA is an innovator by heart. We came to the market six years ago, to help change how people shop fashion in the region and we continue to shape the ecommerce ecosystem in Asia. We are happy to work with our long-time partner NBCUniversal to bring the pioneering shoppable video format by TheTake. This partnership will bring together the power of content creation to inspire consumers and the convenience of online shopping. ZALORA is excited to be part of this opportunity to revolutionize the fashion retail landscape once again."

Interesting will be to see which provider will merge the technology that can create programmatically generated personalized and shoppable video? Although we have seen a boom in the use of programmatically served video in the past few years, we can expect a massive change in how eCommerce marketers will sell via personalized video when combining this trend with new tech like shoppable video.

By Daniela La Marca