Ad Age writes:
Push the button, buy the product direct from the ad. That’s always been the holy grail for TV advertising and now it’s coming -- to radio.
Interactivity -- the ability to buy Teri Hatcher’s sweater by pushing the red button on a remote control -- has been a TV buzzword since the mid-1990s. But only recently have cable and satellite TV operators and technology companies like TiVo become viable grounds for experimenting with ad campaigns that ask consumers to opt-in for more information or, potentially, allow them to purchase a product directly from the TV.
In two weeks, XM Satellite Radio will begin shipping to retailers a pair of new XM-enabled portable MP3 players. In addition to recording and time-shifting capabilities, the devices -- the Helix from Samsung and Inno from Pioneer -- will feature a button users can push to “bookmark” songs they like when they hear them on the radio.
It’s not a stretch to see the same push-and-purchase function made available for advertisers.
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