Technology turns music videos into shopping portals

By Gail Mitchell

LOS ANGELES (Billboard) - View music videos and shop at the same time. That's the premise behind an innovative advertising and entertainment branding program launched by GET Interactive.

By way of GET Interactive's Ad-Venture technology, viewers watching a video on the Internet or a mobile phone will be offered the option of opening a new window to browse through still images and shop for products tagged with a GET Shop Spot.

The technology goes live in March with Knockout Entertainment/DEJA34/Koch artist Ray J's "Sexy Can I" video. Winston-Salem, N.C.-based GET Interactive has signed content deals with Universal Music Group and Sega of America. The company is also in discussions with Epic Records.

GET Interactive CEO Rick Harrison sees the company becoming a partner with record labels to help generate more revenue and cover the cost of production on video shoots.

"We're not trying to force a banner ad, streaming ad or another ad form in consumers' faces," he says. "Our opt-in platform really opens up the door for brands to deliver compelling brand interaction with a very targeted consumer."

Harrison says the sky is the limit in terms of the types of products that can be flagged. Apparel, accessories and cosmetics are popular choices. But cars, packaged goods and electronics also can be targeted. Beyond being linked to a purchase page, consumers could click to get a coupon, play a branded videogame, enter a sweepstakes or watch a special ad about a product category.

FROM ANONYMITY TO COMMODITY

"Now all of the historically anonymous items can be identified and branded for a one-on-one experience," Harrison says. He's quick to note that GET Interactive is not a placement firm but works with such companies.