Today, TAPPP and Vrio Corp./DIRECTV announced an agreement to bring interactive television to Latin America for the first time.
DIRECTV Latin America and Sky Brasil will implement TAPPP’s patented MicroApp Platform for all their customers. This will enable real-time interactive services, including betting and contextual trading.
This type of commerce is nothing more than being able to buy anything, anytime, anywhere.
TAPPP service is unprecedented
In this way, the company will be able to offer the contextual commerce service on its linear TV services and DGO streaming platform.
During launch, the MicroApp platform will integrate with live sports broadcasts, with plans to expand across all programming.
TAPPP MicroApp leverages a first-of-its-kind content management and transaction platform to deliver a suite of display-enhancing applications.
These applications can be shopping, betting, contests, statistics, interactive surveys and advertising.
This way, each app is “contextually aware”, offering content and betting odds.
Promotions can also be tailored to the viewer’s unique preferences, the programming being watched, and the specific events taking place at that time.
The launch, which is expected to go live in the second quarter, will provide interactive products and services to more than 10 million Latin American homes in 11 countries. Thus, the expected audience is approximately 40 million people.
Advertisers will have exclusive data about their audience
“For our subscribers, this completely expands and redefines what the TV experience can be, personalized and customized for each individual viewer,” said Mariana Lischner Goldvarg, CEO of DIRECTV Latin America.
“It’s a revolution in the way we consume content. Plus, it closes the gap between brand awareness and purchase.
So with contextual commerce, a viewer can take advantage of personalized offers instantly and get exactly what they want, quickly.”
For advertisers who are part of the industry-wide effort to achieve stronger attention metrics, DIRECTV Latin American and Sky Brasil will have powerful TAPPP data that proves audiences are not just watching, but also engaging with content.
“We’re excited to bring our platform to viewers outside the United States, with powerful brands like DIRECTV in Latin America and Sky in Brazil,” said Sandy Agarwal, CEO and founder of TAPPP.
“We believe that real-time in-game interactivity, including in-game betting, will be eagerly embraced by viewers across the region.
We believe that especially Millennials and GenZers, who are demanding increasingly greater levels of interactivity as part of their entertainment choices,” he concluded.
