Today at CES, TheTake, creator of video commerce technology, and LG announced the launch of a shoppable video experience through partnerships with WarnerMedia, A+E Networks, Crown Media Family Networks, NBC Universal and others.
Now, as you’re watching your favorite TV show, you’ll be able to shop for the fashion, accessories, homeware, tech devices and even menu and recipe items on the networks’ shows. TheTake’s proprietary technology identifies and tags hundreds of different products per episode of television and thousands of items per movie.
“Shoppable video has been talked about since the days of Rachel’s sweater on ‘Friends,’” Tyler Cooper, Co-Founder and CEO of TheTake, said at CES® 2020. “Previous solutions haven’t addressed the long tail opportunity where each individual viewer wants to shop for something different. Shoppable video isn’t just about Rachel’s sweater, but also Chandler’s jacket, Joey’s sunglasses, Monica’s couch and so on. To address the full breadth of consumer interest, we leverage machine learning to make more than 500 products shoppable in a given episode of television. We’re excited to bring our AI-powered solution to viewers with LG and our various content partners.”
With the technology developed by TheTake, algorithms identify products and tag them, allowing millions of products from thousands of retailers to be found and purchased by viewers.
“The ability to seamlessly shop for the items we see in our favorite shows and movies is something we’ve long wanted to bring to LG smart TV users,” said Michelle Fernandez, head of home entertainment brand marketing, LG Electronics USA. “Now, in partnership with TheTake, we’re introducing the feature on LG’s 2020 smart TVs for the easiest and most consumer-friendly experience for shopping the looks from TV and movies.”
TheTake will power the AI feature, which will be available on all 2020 LG OLED, LG NanoCell and UHD smart TVs unveiled at CES with the award-winning webOS smart TV platform. Additionally, TheTake has negotiated an agreement with a large U.S. MVPD to roll out the technology across millions of set-top boxes later in 2020.
“While the concept of shoppable television isn’t new, being able to deliver that experience to our fans in a simple, seamless way, in partnership with LG and TheTake, is an exciting development,” said Larry Allen, vice president of ad product strategy, WarnerMedia. “With this integration, we can now provide a range of options to find the latest fashion statements from our incredible talent. We look forward to rolling out the feature this year.”
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