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Variety’s Inaugural Content Meets Commerce Summit Explores the Future of Entertainment-Driven Shopping
Commerce executives dive into the future of entertainment crossovers and partnerships.
Crystal Wallace, Kinesso’s operations executive lead for data and tech, joined Jeriad Zoghby, chief commerce strategy officer of IPG, and Brian Steinberg, senior TV editor at Variety, for the segment called “The Connected Commerce Revolution.” The day ended with a deep dive on Netflix, tackling the business behind the hit show “Emily in Paris.” The series has turned itself into a buyer-seller vessel, introducing new product placement techniques in partnership with search engines like Google, which have made it easier for Gen Z watchers to find and purchase the brands marketed in the show. Ashan Khan, head of agency partnerships at Uber Advertising; Aaron Gallagher, managing director and head of sales for Kinective Media by United Airlines; Parbinder Dhariwal, VP of CVS media exchange and Suzanne Skop, senior director of agency and off-platform partnerships for Instacart sat down with Amie Owen, global chief growth officer at Kinesso for the “Is it Retail or is it Commerce?” panel to discuss the differences between the online and physical consumer economies. Herran broke down the details surrounding recent collaborations, such as the one with Google for “Emily in Paris,” which involved innovative advertising solutions, shoppable moments and fan activations all aimed at engaging Gen Z audiences.
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