T-commerce uses digital TV technology to deliver advertising to viewers, including banners, interactive ads, and apps that allow viewers to order products in real time. It aims to connect with consumers while interest is high and is still limited due to network configuration.
Also known as television commerce, T-commerce involves the use of the technology behind digital television to actively deliver advertising to viewers. Some strategies include the use of a banner that scrolls across the bottom of the TV screen, providing a medium for advertisements that go beyond the usual TV commercials that sponsors create and display during the course of a TV show. Other approaches require an interactive TV approach that allows viewers to click on an icon during a commercial or a banner advertisement while watching a show, which automatically triggers the transmission of product data to the viewer’s email address. . There are also limited T-commerce apps that allow viewers to order products by clicking on icons displayed on the TV screen, or by using a remote control to highlight and select specific icons that use subscriber information to process an order.
The T-commerce app is another example of how providers of goods and services can use modern digital media apps to reach potential customers. The idea is to make use of media in a way that doesn’t interrupt or interfere with the viewing experience, but does allow viewers interested in certain products to learn more or place an order in real time. One of the benefits of this approach is that advertisers have the opportunity to connect with consumers while the interest level is high, possibly leading to sales that would not have occurred using more traditional methods of television advertising, such as commercials that are quickly forgotten or ignored
Several different approaches to trading T are currently in use. Some are simply screens that viewers can easily minimize or remove. Others call for the use of trackers or banner ads that appear and move across the bottom of the screen while the viewer is watching a show. Still other applications are more interactive, allowing viewers to indicate that they want more information or even quickly place an ad, using some predetermined means of payment.
Currently, the use of T-commerce is somewhat limited, as some cable and satellite TV providers are just beginning to configure their networks to allow this type of advertising to consumers. Some concepts include the use of intuitive software that assesses which products would be likely to interest the viewer, based on their viewing habits. For example, if advertising demographics indicate that viewers watching successive shows on a given channel during the night fall within a certain age range, the ads shown will focus on the relevant product for that age group.
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