As more and more people turn to Internet streaming as their resource for television content and as more people utilize their DVRs to record programming for later, fewer people are watching commercials. Sure, the Super Bowl commercials still make a big stir, and where streaming isn’t available, advertisers will still buy television time. However, if a startup company called Oohly has its way, TV commercials may disappear forever.
“Oohly will make the products placed or embedded in broadcast video entertainment media immediately and directly available to the viewer via the smart, or internet enabled television interface that is now increasingly coming into use,” said the company in a press release. ”Vendor links will be accessible simultaneously during the program, in pause mode or while the program continues, directly from their web pages. A database of the products will be available for further research and commercial access.”
The Oohly app works on a smart TV, tablet or smartphone. From the scene that you are watching, you can choose a prop, outfit or other piece of merchandise that you want to buy. The Oohly app selects the item and allows you to purchase it instantaneously. Then, you can turn off the app and continue watching your television show. No interruptions, and no annoying commercials.
If you don’t want to deal with purchasing your item immediately, don’t worry. The app can help you track down the item to purchase later.
Oohly is currently turning venture capital aside so that they can seek partnerships with entertainment companies. “Everyone I’ve talked to about this idea gets it right away,” Oohly CEO Bruce Ballai told Forbes. “I’ve been turning away offers to invest because we’re not looking for investment dollars right now. We’re looking for partners.”
Theoretically, Oohly would also kill product placement inside of television shows and movies. Instead of forcing your favorite stars to use certain products or to talk about products as a part of the show’s plot, viewers could simply see the product and order it via their Oohly app. Also, access to the platform will be virtually free for content producers, which will save a significant amount on advertising.
The company did not say which of the major entertainment networks it is hitting up for partnerships. Oohly also did not give a timeline for release of the product.
Edited by Jennifer Russell