Want to Buy That Shirt You Saw on 'Grey's Anatomy'?

Media Morph: SeenOn.com

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NEW YORK (AdAge.com) -- Every week Ad Age Digital's Media Morph looks at how emerging technology is changing the way consumers get their information and media companies and advertisers present their messages. This week: SeenOn.com.
Clothing, phones, you name it. If you saw it on a favorite show, chances are you can order through SeenOn.com.
Clothing, phones, you name it. If you saw it on a favorite show, chances are you can order through SeenOn.com.

What it is: Think of SeenOn.com as an online shopping guide where TV fans can find and purchase many of the products they see on TV. The site is owned by Delivery Agent, which has made a business powering the online shopping environment for many broadcast and cable shows, such as "Desperate Housewives" and "Project Runway." On Seenon.com, visitors can check out the blue Orvis button down Dr. Preston Burke wore in the Nov. 9 episode of "Grey's Anatomy" and click the link to buy the product from ABC TV's online store. In addition to clothes, SeenOn features in-show music and props.

The marketing angle: An easy way to search for and buy the products seen on TV supercharges the value of product placement, argues Mike Fitzsimmons, CEO, Delivery Agent. Plus, because you can't yet buy Jennifer Aniston's sweater with your remote, said Mr. Fitsimmons, "this is the closest you can get today. Their emotional connection with the product and the entertainment medium is at its peak, resulting in higher conversion rates and a fuller exploitation of the association with the entertainment property."

The community aspect: It wouldn't be a proper Web 2.0 site without a community element, so SeenOn.com lets viewers spot and identify brands featured in shows and submit their own product-filled videos. So if you're watching, say, "Dancing with the Stars" and know who makes Emmett Smith's green shirt, you can tell SeenOn.com as part of a "spotters' program."

User-generated ready: And, of course, there's a user-generated content piece -- users can also submit their own videos featuring products in the Delivery Agent database; if the video leads to a sale, they get a cut of the revenue. There's also blogs from stylists, set creators and costume designers, such as Cate Adair of "Desperate Housewives," Tim Gunn from "Project Runway" and Mimi Melgaard of "Grey's Anatomy."
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