For the first time ever, viewers will be able to shop live. In other words they will be able to purchase a product, while watching its commercial on television, using nothing but their remote controls.
H&M will air a 30-second ad during the Super Bowl that will allow Samsung Smart TV users to interact with the commercial and purchase products from David Beckham’s Bodywear line using their remote controls. This makes H&M the first retailer to create a fully enabled t-commerce advertising campaign.
So move over e-commerce, because television commerce is finally here!
Former soccer superstar, David Beckham, collaborated with Swedish multinational clothing company H&M (Hennes & Mauritz) to launch a new line called David Beckham Bodywear. He has also modeled for the ads, one of which will be aired during the Super Bowl transmission.
This commercial is set to air on February 2, 2014, during the second quarter of Super Bowl XLVIII. The Super Bowl is easily the most-watched of all televised events in the US, so much so that a 30-second spot during the game costs around $4 million.
Samsung (SSNLF) is collaborating with Delivery Agent, a San Francisco-based tech advertising company, to come up with a more interactive way to turn TV viewers into consumers with the help of direct transactions. In December 2013, Samsung made a $5 million deal with Delivery Agent. This move was announced at the Consumer Electric Show in Las Vegas, where each year, hundreds of tech giants present upcoming products and features.
This year, t-commerce was one such prototype on display.
During the Beckham Bodywear t-commerce ad, a pop-up will appear on screen with product information like the option to share with other devices like smartphones and laptops, and the ability to buy the product. Consumers will be able to use this interactive feature even if the ad is recorded and then played back, and the premiere ad will remain operative until the Friday after the Super Bowl.
Regarding this innovative new commercial, Daniel Kulle, president of H&M North America said: “We’re thrilled to be back in action at the Super Bowl, showcasing our new campaign. We’re bringing our A-game, the world’s top style icon and the best quality Bodywear to the largest stage in the world.”
Delivery Agent CEO Mike Fitzsimmons also weighed in and said: “A television ad can now extend beyond brand building and move consumers through the purchase funnel to a transaction,” he says. “[This makes] the metrics more accurate and analytics more dynamic.” He also explained that by making the Super Bowl ad "actionable and directly measurable," Delivery Agent and H&M would be "redefining the power and effectiveness of television advertising."
A recent report clarified that, despite the exorbitant cost, only one in five Super Bowl ads are successful at actually increasing sales. One reason might be that viewers find the ad’s central plot more memorable than the actual product, which takes away from brand recall, and ultimately results in fewer purchases. With t-commerce, consumers will be more involved with the ads and will be compelled to make impulse purchases during the commercial itself. Fitzsimmons explains how t-commerce will make the commercial more accessible and productive, by contrasting it with usual and cumbersome laptop-commerce, which often requires several clicks to complete a transaction. "There was a tremendous amount of friction,” he says. “[Using an internet-connected smart TV is] absolutely taking friction out of the purchasing process. From the data we have seen in trials, you'll see mass levels of engagement."
However, a major drawback is that this Delivery Agent feature only works with a select number of Samsung Smart TVs manufactured in 2012 and 2013. The Super Bowl commercials might have a huge viewership, but only people with certain television models will be able to make use of the t-commerce option to buy products during the commercial.