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UK broadcaster ITV rolls out shoppable TV content as it rethinks advertising strategy

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UK broadcaster ITV is set to reimagine commercial TV advertising with the launch of shoppable TV content.

The service, being rolled out with the new series of Love Island on ITV2 this summer, will allow viewers using LG TVs to buy directly from the screen using their remote from programmes that contain shoppable content.

The first example will be run for UK pharmacy and cosmetics retailer Boots UK, which will be selling make-up featured in the Love Island show (see image, above).

This first-of-its-kind offering in the UK helps ITV rethink its ad strategy, making it more interactive and more targeted. It also brings the TV broadcaster up to speed with the growing number of live stream shopping services that popping up across the web from Amazon, Alibaba and more.

The interactive system uses AI technology from The Take, a contextual product discovery company, which is built directly into LG TV sets in the. The service identifies and tags featured products during programmes and notifies viewers that products on-screen are available. If a viewer is interested, they can select to view more info with their remote and make a purchase via the vendor’s site or a link sent to their phone.

Using the on-screen shopping interface, viewers can scroll through products, which will refresh when different products and characters are shown during a programme. Additionally, users can also choose to view all products available from the episode of the show that they’re watching.

All 2021 LG TVs have the technology integrated as standard and it can be added via software update to 2019 and 2020 models.

Bhavit Chandrani, ITV, Director Digital and Creative Partnerships, said: “This is a unique commercial opportunity and the next natural step in what we can offer to brands. Love Island has been a fantastic platform for innovation in how we work with commercial partners over the past few years and is the perfect show to introduce shoppable TV before we roll it out across other programmes.”

Paul Ridsdale, ITV, Acting Chief Marketing Officer, said: “Shoppable TV is a wonderful innovation to allow ITV viewers to be able to shop directly from their TVs, filling a real gap currently in the market. We know ITV viewers enjoy being able to purchase items featured in our programmes and this makes doing that smoother and easier than ever before.”

Ty Cooper, CEO and Co-founder of TheTake said: “We are thrilled to introduce our interactive product discovery platform to the UK market with premier partners in ITV and LG. We look forward to helping ITV viewers discover and engage with the products that inspire them on the programmes that they love.”

Pete Markey, Chief Marketing Officer, Boots UK comments: “We are very excited to be partnering with ITV and TheTake on the new and innovative opportunity. Launching shoppable TV as part of our wider partnership with Love Island is a great way to help customers easily shop the products they spot in the villa and recreate iconic islander looks from the show. It will simplify the customer journey and bring the Boots brand even closer to the Love Island audience.”

“This AI feature makes the LG TV viewing experience more convenient and enjoyable by providing the most relevant information you would like to know while watching ITV’s programmes, meaning the TV becomes the main hub of entertainment and information in your living room,” commented Mihee Yoo, Content and Services Manager, Smart TV for LG UK. “We are looking forward to expanding this feature to be available on more ITV programmes on LG TVs in the future.”

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