HGTV and Food Network have launched new apps on Amazon’s Fire TV platform that will allow viewers to browse products related to show topics while watching their programming.
New “watch & shop” apps from the networks include HGTV Gardening, sponsored by Scotts Miracle-Gro; HGTV Home Improvement, sponsored by 3M; HGTV Smart Solutions, sponsored by LG; and Food Network Summer Entertaining, sponsored by Bose. The apps will be available for download throughout July and August.
The apps allow viewers to use the Fire TV Remote to click on a “view all products” icon on the screen to they can browse, order and select shipping options without leaving the program in progress.
The move by the two networks comes as the trend of shoppable ads is on the rise: Google introduced shoppable ads on YouTube in 2015, but they’ve been particularly beneficial for Amazon, with the bulk of its business in its e-commerce empire. And as branded content becomes more popular — and increasingly welcomed by many audiences — the venture could present new opportunities for brand partners when it comes to digital content.
“In the industry, we see many efforts to help consumers buy what they see and shop a second screen as result of TV viewing, but this is a huge jump in making it one seamless experience,” said Beth Lawrence, EVP of digital ad sales for Scripps Networks Interactive, parent company of HGTV and Food Network, in a statement. “Our advertising clients align with our brands in order to put them close to the most desirable audiences and to deliver the best results for their marketing dollars. This opportunity, and what it possibly holds for the future, could open up even greater exposure and an exciting new customer engagement venue for them.”
Pictured: Hosts Karen and Mina Starsiak of HGTV’s Good Bones