Hulu, the over-the-top streaming video service owned by Disney, Fox, Comcast and Time Warner, is launching an interactive advertising unit — developed in partnership with the interactive TV firm BrightLine — that lets viewers buy products through their remote control or video game controller.
Panelists agreed that the proposed transmission standard holds the potential for producing new kinds of audience data that advertisers are looking for today, allowing stations to join the ad industry evolution toward “geo-targeted” data.
The apps, designed to offer viewers enhanced interactive and social capabilities around Fox shows, are launching on iOS, Android, Windows 8, Xbox, Samsung Smart TV and other digital platforms. They also include “T-commerce” capability and exclusive offers for American Express cardmembers with New Girl. Other brand partners will include Mazda and T-Mobile.
TiVo wants to use its platform for what some say is the holy grail of interactive advertising: t-commerce. The company has inked a deal with PayPal to serve as the payment processing service. TiVo plans to roll out campaigns on its interface with watch-and-buy functionality in the fall.