Jul 9, 2021
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ITV launches shoppable content, Boots is first partner

Jul 9, 2021

Shoppable content has taken a step forward in the UK with the largest commercial TV network — ITV — launching into the segment and Boots signing up for its inaugural partnership deal.


It’s part of a wider trend for live-stream shopping and means we’re likely to see more broadcasters getting in on the act in the future.

The company will allow viewers who have an enabled LG TV to shop content seen in certain programmes directly from the screen, and one of the programmes that’s very geared up to product placement — Love Island on ITV2 — will be the launchpad.

Following the link-up with Boots, ITV is also talking to other potential partners for further launches throughout this year.

ITV said there’s a gap in the market that it has identified and Bhavit Chandrani, Director Digital and Creative Partnerships, said this is “a unique commercial opportunity and the next natural step in what we can offer to brands”. He added that 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”.

It’s a first-of-its-kind development for Britain, although LG TVs already have this functionality in the US. The interactive system uses tech from contextual product discovery specialist The Take. It’s built into LG television sets and into the remote control units with all sets from this year carrying the system, while those from the last two years can be upgraded to enable live-stream shopping.

The technology identifies and tags relevant products while any shows are airing and viewers who’ve opted in are notified of their availability. Those taking the bait can choose to view more info via the remote control unit, then make a purchase via the brand’s website or get a link sent to their smartphones.

Viewers can also be in the driving seat and can initiate the shopping interface whenever they want.

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