Sony smart TV viewers can now use their remote control, mobile device or voice commands to interact and purchase directly from the television.
Sony has partnered with Connekt to add t-commerce to its smart TVs and Blu-ray disc players. Viewers can shop products from “hundreds” of brands and retailers that include Macy’s, Best Buy and Fanatics, directly from the ShopTV app located in their smart TV’s app store. In the future, this partnership will expand to allow purchasing directly from a show broadcast and enable voice commands.
Unlike traditional commercials or banner ads, t-commerce (shopping through a smart TV) allows brands to reach audiences while they are already engaged.
According to Nielsen, a third of homes in the US own at least one internet-enabled TV. Homes with connected-TV devices skew younger (more than half are under the age of 45), more affluent and are more likely to have children. Adding T-Commerce to a smart TV would grant advertisers access to millions of homes without having to pick up a second device.
A recently published report by Connekt states that over 75 percent of consumers would buy products directly from their TV if given the opportunity. Of those, over 70 percent were interested in using their voice to purchase products through the television.
Since the launch of its ShopTV app, Connekt has partnered with LG, Sony, Hisense, Verizon and Roku, with plans to compile its own consumer data research. The brand partnered with Verance earlier this year to develop enhanced ads.
Other tech brands are investing in the idea of shopping directly from a TV screen. Samsung, for example, has been testing the t-commerce waters since October with its Checkout shopping portal. In Portugal, smart TV viewers can order sushi, pizza and wine through their screens, thanks to a partnership with local cloud-based platform yubuy.
