Fashion retailer H&M made history yesterday when it aired the first interactive commercial during Super Bowl 48.
The commercial introduces the first ever intergrated “Tcommerce” experience and allowed owners of certain Samsung Smart TVs to place an order for apparel directly from their television set.
The H&M commercial appeared with a small popup window while the ad ran and presented product info, the ability to send the product page to a second screen (smartphone, tablet, computer), and an option to purchase the item directly from the TV. The interactive commercial was also available when the content was rewound on DVR devices.
Alongside the groundbreaking ad, H&M also launched its Tcommerce boutique on the Smart TV shopping app ShopTV, which is currently available on select Samsung Smart TVs.
The firm behind the innovative technology is Delivery Agent. Delivery Agent is backed by multiple companies including Samsung, Intel and Liberty Global. The company mainly focuses on offering interactive shopping through satellite and cable top-set boxes, and the H&M commercial is the first using Smart TV technology.
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“We knew it was a matter of time. That day has finally arrived,” said Delivery Agent CEO Mike Fitzsimmons.
Currently about 22.6 million US households have a Smart TV, which calculates to around 19% of the television market in the US. With the prices of Smart TVs coming closer to those of standard sets, the amount of active SmartTVs is predicted to go up dramatically throughout 2014 and 2015.
Check our interview with Smart TV payment solution SmartPay.TV CEO Noam Josephides to get a full understanding on the Smart TV payment space.
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