EXCLUSIVE: TheTake, an emerging specialist in shoppable TV technology, is expanding its reach with new partnerships with LG and Samsung.
The company announced the news Tuesday at CES, which has been a venue for discussion about ways that technology can make ads more effective and bring efficiencies to brand marketing campaigns. The partnerships significantly expand TheTake’s existing footprint of 32 million devices and give a boost to the category of shoppable ads, a focus for programmers like NBCUniversal, Disney and Prime Video. The format, which allows individual purchases or interactions with brands to happen via a remote control or phone, has long been championed by marketers but the rise of AI technology has made it more feasible.
At CES, LG is demonstrating a “click to search” feature (see photo above), which uses TheTake’s real-time AI shopping technology. Viewers of LG devices can search for and identify virtually any person or product seen on screen by simply clicking on them with their LG Magic Remote. AI runs in real time to identify, circle and categorize whatever the viewer clicked on. Then, if the viewer clicks a second time, content continues to play as more information about the program is displayed, along with the full shopping experience. Viewers can then shop for the products on screen, completing purchases with LG’s webOS Pay.
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“Our partnership with LG Electronics is a testament to the power of AI in transforming how viewers engage with content on television,” said Tyler Cooper, CEO of TheTake. “By integrating our real-time shopping technology with LG’s innovative Magic Remote, we’re making it easier than ever for viewers to bring the products they love into their lives.”
Samsung’s partnership with TheTake includes a feature called Trending TV Shopping, which highlights popular linear and streaming programming. It also enables shoppable ads through Samsung’s Enhanced Shopping via Daily+ and Daily Board Interfaces. Cooper called the Samsung deal “a huge step forward.”
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