Viewers can now ‘Watch & Shop’ with Amazon Fire TV
HGTV and Food Network have launched “Watch & Shop” apps for Amazon’s Fire TV that provides viewers with original content and opportunities to buy any products they see.
While watching original home and food lifestyle videos from their televisions, viewers using Fire TV and Fire TV Stick devices can browse products related to topics highlighted in the show. Each show has a specific sponsor: Scotts Miracle-Gro for HGTV Gardening; 3M for HGTV Home Improvement; LG for HGTV Smart Solutions; and Bose for Food Network Summer Entertaining
Without leaving the app or interrupting their viewing experience, viewers can use their Fire TV Remote to click the “view all products” icon on the screen to see product details. The items become viewable in a small window. The browsers can then purchase the products they want and select their shipping preference. Amazon Prime members can log in to their Fire TV accounts for free shipping. The free app can be downloaded through August.
“In the industry, we see many efforts to help consumers buy what they see and shop a second screen as result of TV viewing, but this is a huge jump in making it one seamless experience,” said Beth Lawrence, EVP of digital ad sales for Scripps Networks Interactive, parent of HGTV and Food Network, in a statement.
She adds, “Our advertising clients align with our brands in order to put them close to the most desirable audiences and to deliver the best results for their marketing dollars. This opportunity, and what it possibly holds for the future, could open up even greater exposure and an exciting new customer engagement venue for them.”
In launching shopping ads for third-party videos last October, YouTube cited research showing that 64 percent of shoppers say YouTube influences their purchase decisions. The streaming video platform said it saw more than 40 percent growth year-over-year in viewership of product videos such as sneaker pickups, first impressions, and product reviews.
- New HGTV and Food Network Apps Make Shopping Easy on Fire TV – Scripps Networks Interactive
- Google introduces shoppable ads on YouTube – Stream Daily
- HGTV and Food Network’s New Amazon TV Apps Let You Shop With Your Remote – Adweek
- Introducing Awesome Stuff Week: product reviews you’ll love from creators you trust – YouTube
- The great unboxing: How YouTube is pitching shoppable ads to brands – Digiday
DISCUSSION QUESTIONS: How would you rate the appeal of Amazon’s “Watch & Shop” ads for viewers and advertisers? Why hasn’t “second screen” TV shopping taken off?