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This is a part of NBCUniversal’s effort to move into marketing with measurable media

NBCUniversal is going to feature ads on television that are “shoppable”. It allows consumers to use their smartphones to scan QR codes on television screens, which then redirects them to e-commerce sites to make purchases.

The network says the new feature will let advertisers get a direct response in a high-quality brand-safe environment. NBCUniversal aired a test ad earlier this year, which had 50,000 scans in 5 minutes according to the NBCU’s executive vice president Josh Feldman.

The broadcaster aims to connect with both the traditional retailers and direct-to-consumer brands who haven’t advertised on television before. “We’ve had a ton of research showing TV has a huge impact on the bottom of the funnel,” Feldman said.

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