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

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.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.