H & M Hennes & Mauritz AB (Stockholm) will air a 30-second spot during the Super Bowl next month that lets viewers with certain Samsung smart TVs interact with the ad.
According to Advertising Age, viewers will be able to use their remote controls to buy products from David Beckham's Bodywear line.
A small part of the screen will present a pop-up menu while the ad runs on the larger part of the screen, said a spokesperson for Delivery Agent Inc. (San Francisco), the ad tech company supporting the function. 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. And the ad will remain interactive for viewers who rewind to it using their DVRs.
Delivery Agent is backed by a variety of companies helping drive the use of new technology, including Samsung, Intel and Liberty Global. 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.”
It has been estimated that 22.6 million U.S. households will have a smart TV by the end of 2013, or 18.8 percent of the total market.