Wednesday, January 17, 2007
Waiting for Interactive Product Placement
During the Internet boom we were promised interactive television where we could shop or socialize through our TVs. And like waiting for Godot, that hasn't really happened, but we are inching closer.VideoClix has upgraded its software that enables consumers to click on something on screen and be linked to the Web to purchase the item. The technology could work with DVDs that are watched on a computer, or through interactive TV. This could provide even more money to video and television production companies as an "enhanced DVD" feature, with some product information on the DVD.
Interactive TV through Microsoft and AOL tried and failed, but I'm surprised that with the resurgence of social media there hasn't been more of a renewed interest. Through broadband-connected cable boxes, it would be easy enough to load a browser that wraps around the main screen to add shopping, an IM window, or more information about what is being presented, such as the historical context PBS show.
The browser could be turned off and on so that consumers could chat online while watching Lost with friends, or just watch the program. You could forward links to an item you saw on TV so that your friends could buy the same sweater or bag.
Comcast, Time Warner, etc could take the lead and find advertisers that can work with companies such as VideoClix to put the software in their boxes.
Found via ClickZ.
Posted By John Gartner at 02:58 PM
Permanent Link: Waiting for Interactive Product Placement
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