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| Secondary Pop-up Screen for Products a Viewer Can Purchase |
Warner Bros. is trying to turn their Discovery Channel into a shopping mall for items resident in their shows. This will all be driven by AI programs using QR codes.
A QR code is scanned from their TV screen, upon which the potential consumer is presented a second screen where they can see the chosen product, read its specifications, and make a purchase.
"We see an opportunity to broaden how we make ads more relevant to the consumer, especially in streaming", says Ryan Gould, Head of Advanced Advertising for WB Discovery.
Wayfair, the online retailer, has inked an agreement with WB to use this new technology. Kara O'Brien, Head Brand Marketing for Wayfair, stated that, "These new solutions will make it easy for viewers to discover and purchase items for their homes inspired by the content they're viewing and enjoying."
Many media companies are eager to tie commerce to streaming content for obvious profit motives. For example, Peacock, the NBC/Universal, streaming hub allows subscribers to order food that is delivered in advance of or during a movie or sporting event.
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My feeling is that this is just the beginning of a huge trend in using viewed in-home content as a means to purchase goods and services directly from our TV screens. This type of marketing offers great convenience and fosters the impulse purchase.
AI is with us, and it will continue to impact our lives in ways we can't even imagine. Buckle-up because we're going to be on a technology-driven ride over the next decade.
By: Jim Lavorato
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