Have you ever watched a film with director or actor commentary? Most people have tried to do it a handful of times and have been fascinated by the extra bits of information they receive, but unless you’re a cinefile, you probably don’t make a habit of watching anything with someone chatting away in your ear – no matter how interesting what they’re saying is.
Ok, another question: have you ever watched a film and Googled an item you saw or a familiar actor to learn more?
Considering that many times, people are looking for more information about a product they see, be it technology or fashion, brands will be thrilled to know that there’s a company out there looking to make the “see” and “buy” part of product placement a whole lot easier.
“Based in Los Angeles and New York City, Cinematique has built a video player that tracks what viewers “touch”–taps on a touch-screen device or mouse clicks on a computer–while watching TV shows, music videos, and branded videos. The objects are then bookmarked and saved to a “boutique” that can be purchased or shared with friends online,” reports Fast Company.
When you watch their explainer video, you can see that as you watch a video on your iPad and think, “I wonder where that sweater is from,” you can just tap the item and it saves to a folder for you to go through later. The idea is that this touch based bookmarking can be used to provide film commentary, actor information, and ways to buy products seen on screen.
But this whole concept of helping people buy from video easier isn’t all that new. As Fast Company writes:
“Retailers and tech companies have been trying to locate the Holy Retail Grail that is shoppable video for years. For this year’s Super Bowl, H&M ran a TV ad that allowed viewers on Samsung’s Smart TV to buy products directly from their remotes. Google has also experimented with shoppable videos. Last year it launched a “channel gadget” that let viewers find featured products in how-to videos across different retailers online. An earlier example of a shoppable YouTube video was seen with Juicy Couture, which in 2012 debuted a video that alerted viewers to items available for purchase with a box outline. When clicked upon, the box paused the video and opened up the retailer’s product page.”
Unfortunately, most of these products really just interrupt the watching experience and are wonderful for the brand, but not all that great for the consumer. I don’t know about you, but I don’t really want to stop what I’m watching to click on an ad and be taken away from my episode of New Girl just because I’m curious about where Schmidt gets his driving moccasins from.
Brands, what do you think about this addition to product placement? Would you like to see a better way for consumers to get more information about what they see as they watch a video?