The likes of Red Bull, MTV, Nike, and Sony Music are now enabling users—to buy, that is. It’s like a one-step program for impulse buyers, where viral video meets e-commerce, where advertisers connect with social media users. A company called Splashcast released a tool that turns online videos into impulse buying opportunities. It’s called “HotSpot.”
Here’s how it works: HotSpot enables marketers to tag objects — like a chair or a table lamp — inside a published video. You click on the highlighted item and see a sponsored message and a link to the purchasing page.
The first thing that came to my…
