At the Consumer Electronics Show (CES) in Las Vegas in January, Disney launched the Gateway Shop initiative. Disney is launching a limited beta test of a new ad format that will deliver advertisements to users phones or emails while they watch Disney content, so as not to disrupt their viewing experience. The new Gateway Shop advertisements use the “second screen” to deliver targeted offers or promotions directly to viewers’ mobile devices via email, push notification, or QR code.

According to Disney SVP of Advertising Platforms Amy Lehman:

• “Gateway Shop is a prime example of the holistic approach we take to building viewer-first ad experiences and formats. Audience behaviors have changed, and advertising should reflect that and serve both viewers and marketers in new ways. Gateway Shop provides viewers with choice and control in an engaging and non-disruptive format.”

Beyond Disney, other corporations are actively pursuing the notion of shoppable television. Walmart and NBCUniversal have been collaborating on the development of an integrated online marketplace and a variety of shoppable TV experiences. Amazon has made its foray into this industry through the introduction of Prime X-Ray and other associated partnerships with HSN and QVC. Roku has formed partnerships with Best Buy and Walmart, among others. LG is conducting hardware-related experiments in collaboration with the video commerce solution known as The Take.