The Super Bowl is getting its first commercial that's enabled for "t-commerce" -- e-commerce through your living room TV.
H&M plans to air a 30-second spot during the second quarter of Super Bowl XLVIII that will let viewers with certain Samsung smart TVs use their remote controls to engage with the commercial and buy products from David Beckham's Bodywear line, according to H&M and Delivery Agent, the ad tech company supporting the commerce function.
The interactivity doesn't take viewers out of the regular broadcast stream, Delivery Agent said. A small part of the screen will present a pop-up menu while the ad runs on the larger part of the screen, according to the company. The pop-up menu will offer product information, the ability to send that info to another device and the option to buy the product directly. The ad will still be interactive and shoppable for consumers who rewind to it using their DVRs.
Aside from the Super Bowl spot, H&M's campaign includes a t-commerce boutique on Delivery Agent's ShopTV app, which is accessible on some Samsung smart TVs, as well as ShopTV on web, mobile and tablet devices.
The H&M campaign is the first in which Delivery Agent will deliver shoppable content through a smart TV rather than cable or satellite set-top boxes.
EMarketer predicted last year that 22.6 million U.S. households, 18.8% of total U.S. households, would have a smart TV by the end of 2013, and they will again be a focus at this week's Consumer Electronics Show in Las Vegas, where Delivery Agent plans to describe its H&M effort on Monday. But it remains to be seen how many Super Bowl viewers will want to divert their focus even briefly to on-screen shopping.
Delivery Agent, which is expected to go public in 2014, is backed by Samsung, Intel and Liberty Global, among others. It has previously worked with broadcast and cable networks to allow viewers to buy products from shows like Bravo's "Real Housewives of New Jersey," Fox's "Glee" and HBO's "Game of Thrones."