launched a platform to buy products using a smartphone, identifying code displayed. And it works on Big Brother and are the first tests of t-commerce in the country, a technology that already has some background in the world
TV consumption is changing. In many ways, of course. Viewers and not only coexist with the zapping: so do different screens while they are watching content. Advertising, meanwhile, seems to be looking for ways to capture the attention of consumers in the midst of that maelstrom of information that comes directly to the chair.
t-commerce (or selling products from the TV) is coming to try to create effective ways to impact users. How it works? A hypothetical example. It is halftime of a game of the team during the Copa America. It appears on the screen Lionel Messi promoting their new boots. Everything seems normal. But thanks to a system that connects the TV with a shopping cart, they can be purchased directly at the time appeared advertising
In Argentina just launched the first platform you are looking for just that. Do advertising more interactive and, above all, to allow the conversion (ie, selling) instantly. At present the company Inipop is doing its first test in Big Brother. There are no products in the house wearing invisible codes (similar to the QR codes). A poster display prompts first to download a (WiTVi) application and then scan the screen. In doing so, the ability to buy certain objects in the program opens.
“This creates an opportunity. There is a separate industry that is emerging,” says Enrique Cortes Funes, CEO of Inipop. The platform includes a shop where you can buy (card) products displayed. . In the future it will be open and more brands will appear there. Currently only products Apa Potato espadrilles Paez, smart bag BlueSmart and even pictures of Milo Lockett.
The transformation of things to come is deeper, thinks Cortes Funes. “For us it is a new way to hold the contents, where much of what you see is for sale. Where emitting content is also ‘committed’ to the sale. In the future, the advertising of these products may be adjust depending on who is looking. ” Gains in this system are divided between those who sell the product, the platform and the content creator which allows viewing. “When someone is enjoying the content is more receptive to that offer services,” analyzes Cortés. The t-commerce could also work to generate profits in content on demand, as an additional source of income.
The development of WiTVi had a team of 8 people, partly in Argentina and one in Silicon Valley. The management team is headed by Thomas Morini, Paul Orlando and Enrique Cortes Funes, all Inipop. They were associated with the RGB producer to add more media. For now, to achieve interaction with the TV only works system scanning code from the cell, but are developing other technologies, such as automatic object recognition (if a motorcycle screen appears, the application may offer several models to buy ) or the ability to pick up sounds, words can end up leading to a product sale. “We are working all the technologies at the same time,” they say, combining data with artificial intelligence.
Examples around the world
The t-commerce first appeared a few years ago, and he did the mecca of global advertising: the SuperBowl. Shop TV is an app that comes preinstalled on TVs of various brands. It serves precisely to integrate the world of TV, advertising and shopping cart. Basically what it does is recognize by fingerprint (see below) the content appearing on the TV. Once detected the content launches interactive advertising
During the 2014 SuperBowl David Beckham appeared in underwear showing new products of H &. M; those with TVs Samsung Smart and the app installed could afford to buy directly from your remote control at the touch of a button, while advertising is reproduced.
In 2015 there was another similar experience. Katy Perry starred in a Pepsi commercial in which happened while the images, viewers could see a list of products that wore the artist ready to be purchased; to buy, you had to leave the phone number on the screen. After them came a message to the smartphone with links to the different clothes. TV continued with its content and users, while they could buy products from the smartphone. Similar experiences made with Toyota, Dunkin Donuts and HBO.
According to experts, the key is that the experience continues on the mobile device that, unlike the TV, it is faster for navigation and vast majority of users are accustomed to using these devices while watching your favorite show.
the company Delivery Agent, one of the most specialized in the business of t-commerce, did a study on the potential uses e-commerce on TV. Almost 70% of users was “interested” in making purchases through your TV. In addition, 76% expressed interest to purchase products or services directly from commercial, which, for example, already the case in YouTube for years (by clicking on the prompt that appears before the video).
in the future (and perhaps with better user data) may focus on ads, such as in Internet. If someone is watching a cooking show, you can buy the utensils you just used. If I saw two episodes of Friends, you might want to buy the full seasons. But of course, even the t-commerce is only in its initial phase.
ACR, a technology that can be key
How does a hotspot appears on the TV directly? The secret is in the ACR technology: automatic content recognition. Basically the contents of the TV leave an electronic fingerprint that can be recognized by some applications. E
is the reason that may arise related advertising products and prevent a user must scan a QR code as currently happens in WiTVi. It is, for example, which uses Shazam to distinguish the songs
There are many companies focused on this. Audible Magic, Civolution, Cognitive Networks, Samba TV and Gracenote. It is estimated that the ACR technology will be present at 2500 million devices in 2017. An opportunity that may be key to the development of t-commerce.
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