E! announced a suite of new multi-screen experiences and digital offerings Thursday that the pop culture and entertainment network hopes will bring its viewers closer to their favorite celebs—and their advertisers.
The Comcast-owned network is debuting a new Instagram wall (see above) that will track stars’ accounts on the photo-sharing social network and rank the Top 200 based on a new “E! Social Score” the network created.
On-air talent will be able to use a huge touch-screen monitor to display the rankings, while viewers at home can access web and mobile versions. Separate sections of the wall will spotlight the most popular celeb pics of the day, and curate posts related to pop culture events such as Coachella or the Met Costume Gala.
In a play designed to please advertisers and get viewers to open up their wallets, the network is expanding the on-air “Love It, Buy It” flash-sale segment and e-commerce platform into a standalone site: loveitbuyit.tv. “Love It, Buy It” airs every other Tuesday and utilizes E! on-air host Giuliana Rancic and trend expert Mar Yvette to show off the styles and lifestyle products on offer.
According to the network, the segment has driven three percent of their linear audience to the platform to shop. E! is also integrating the platform in their new lifestyle series “The Fabulist,” with a “Fabulist Find of the Week.”
A new organic ad solution called “In Feed” will also offer advertisers brand message placement in high-visibility positions across E!‘s platforms.
Eonline had 30 million unique users across its platforms in March 2014 according to the network.
Brief Take: With the growth of second screens and digital viewing, networks are looking for more ways to integrate social media and digital into their content offerings, while keeping viewers connected to advertisers.
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