Forget for a moment that David Beckham will likely be shirtless in this Super Bowl ad for H&M. Because the really eye-opening part is not Beckham, but a new technology that lets shoppers buy goods directly from the TV.
The 30-second spot will air during the second quarter of Super Bowl XLVIII and viewers with Samsung smart TVs can buy featured H&M products directly from the TV. It’s the first example of a new form of commerce called t-commerce, and it’s been a long time coming.
For more than a decade, we’ve heard about how connected TVs will revolutionize shopping. More than just offering a new channel similar to online or mobile, t-commerce promises to make advertising immediate. If seeing an ad can inspire someone to go out (or online) and buy something, what happens if they can buy it immediately, without so much as changing the channel?
“This is a game-changer for the advertising industry,” said Mike Fitzsimmons, CEO of Delivery Agent, the company behind the shoppable ad. “We are collectively redefining the power and effectiveness of television advertising. Years ago, the world talked about the potential associated with buying Jennifer Aniston’s sweater. H&M, in an industry first, will now realize that potential by making their Super Bowl XLVIII ad actionable and directly measurable.”
H&M’s ad will be the first of its kind. Will viewers respond? Or will they just be enamored of a shirtless Beckham? Marketers, retailers and technology companies are waiting anxiously to find out.