See. Love. Buy. That's the mantra for Zazum, an app that lets you shop TV shows. So what the heck does that mean? Well, I think we can all relate to moments when we saw something in a program that piqued our interest. With Zazum, you can find out more about the product and buy it. The secret is an audio barcode that, once embedded into a content file, travels with that file across media and platforms.
Users know a show is shoppable when they see a blue heart icon in the screen corner. They turn on the app, and the experience begins. The app "reads" the bar code and connects the shopper to additional information. The Zazum app is able to read what is on the screen at a particular moment, so you can zero in on particular items that interest you. You can buy instantly and brag about it on Facebook.
As we move to a world in which ads have to be either content themselves or at least woven into content, Zazum is a way to make these new types of brand exposures actionable. Brands get exposure and a buy mechanism, content owners get a new revenue screen, and consumers get a much easier way to find the things they want.