American Express Pushes E-Commerce to TV Commerce
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The reference is old, but the idea remains new — and seems closer to becoming a reality.
With all the wondrous advancements in video technology — interactivity, “second-screen” social chatter and more — marketers have long asked why consumers couldn’t see an object or product placed strategically in a TV show and instantly express a desire to buy it (a very different prospect than buying something cute or strange on Home Shopping Network). For years, marketers have dreamed of viewers who would be able to “buy Rachel Green’s sweater,” a nod to the character portrayed by Jennifer Aniston on NBC’s long-running “Friends.”
American Express has been trying to make those visions come to life. Late last year, the financial-services company partnered with cable networks owned by NBC Universal as well as News Corp.’s Fox broadcast outlet to dabble in a nascent world in which TV viewers make a decision to buy certain items in scripted shows on the screen in front of them.
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