Netflix is taking its advertising game to new heights with a new partnership with Google that transforms the series “Emily in Paris” into a shoppable fashion extravaganza. This multi-faceted collaboration introduces innovative ad formats, exclusive content, and a seamless shopping experience for viewers.
An immersive shoppable experience
At the heart of this partnership is Google Lens, which allows viewers to transition from screen to store. By integrating the feature into the ad-supported tier of Netflix, the streaming giant offers a truly interactive experience.
“We’re thrilled to partner with Netflix and Emily in Paris to bring the joy of shopping directly to your screen,” said Stephanie Horton, Google’s senior director of global consumer marketing & commerce. “With Google Lens, you can turn your TV screen into your personal runway – effortlessly shopping the world’s fashion in one place. Simply snap a photo with your phone, and unlock a world of style and inspiration.”
The partnership includes “pause ads” that encourage viewers to explore featured products using Google Lens, as well as 15-second commercials starring Lily Collins that seamlessly integrate shopping into the show’s world.
“By organically tapping into the fandom of the show, and leveraging engaging formats, it offers our members a creative and entertaining experience and showcases to our partners the breadth at which we can build these unique opportunities with them,” says Magno Herran, vice president of marketing partnerships for Netflix, in a statement.
A pivotal moment?
This strategic alliance marks a significant milestone for both Netflix and Google. As the title sponsor for all the seasons of “Emily in Paris,” Google reinforces its commitment to shaping the future of commerce. For Netflix, this partnership showcases the platform’s ability to create engaging, branded content that drives revenue and enhances the viewer experience.
The success of this collaboration is likely to inspire a wave of shoppable content and innovative ad formats across the streaming industry. As platforms compete for audience attention, Netflix and Google have demonstrated the potential for a harmonious blend of entertainment and commerce.
