US DVR specialist TiVo and cableco Comcast have both partnered with online payments specialist PayPal to improve ad engagement and enable TV viewers to buy content directly via their television (known as ‘T-Commerce’).
The TiVo partnership involves integration of the payment service into interactive TV ad spots, starting this autumn, and leverages the interactive ad solutions that TiVo has already developed.
Comcast meanwhile expects to explore commerce and payments on various platforms, including direct-through TV purchases, second-screen buying from mobiles and tablets, and TV ad coupons that can be credited to a viewer’s PayPal account.
“There’s been a lot of talk about interactive ‘T-Commerce’ for a long time, but all signs point to an industry that’s finally on the verge of taking a real foothold in consumers’ lives,” said Scott Dunlap, VP of emerging opportunities at PayPal.
A recent UK survey commissioned by PayPal owner eBay found that new shopping technologies will drive GB£ 2.4bn (US$ 3.8bn) of new sales in the country by 2014, with interactive TV expected to have the most influence – more details here.