“Click To Buy” Is Some Serious Grease On The Wheel

December 7, 2011 By David Burn Leave a Comment

As interactive TV matures, the point of sale is moving ever closer to the point of intention.

According to The New York Times, nearly four million Verizon FiOS subscribers primarily in the Northeast, California, Texas and Florida can now buy Schwinn bicycles, Crosley radios and Franklin Mint coins directly from programs airing on the History Channel.

A small icon appears in the upper right corner of the screen that signals that an item is available, and with the touch of a button on a remote control, the screen splits in two, with items for purchase on the right.

In-show transactions are processed by TVWallet.com.

I’d like to see this functionality come to commercials, as well.

Filed Under: Content, Digital, Direct

About David Burn

I wrote my first ad for a local political candidate when I was 17. She went on to win her race, and I felt the power of persuasive copy for the first time. Starting in Portland in 1995, I worked my way across the country as a copywriter and eventually became a content director making media products for big packaged goods brands. I returned to Oregon in 2008, and now I focus on building brands for companies that matter, including this one.