Yahoo and Samsung have inked a deal to bring the Yahoo platform to Samsung 2012 Smart TVs.
Through the Yahoo Broadcast Interactivity platform, viewers will be able to view and interact with Yahoo content while watching their favourite shows. On the business side, this will also let advertisers serve up deals related to the content or commercials people are watching.
Yahoo has promised complementary content like trivia, additional show insights, or interactive gaming from partners like Showtime Networks and National Geographic Channel. An on-screen message will prompt users to access additional content, if desired, via a remote, connected tablet, or phone.
"By combining watching TV with engaging content, we can change the way audiences are entertained and informed," Ron Jacoby, vice president of Connected TV at Yahoo, said in a statement.
Yahoo announced an expanded Connected TV experience at this year's CES, adding trivia, voting, shopping, videos, photos, and game shows to its Internet TV software, which is also available on TVs from Sony, Vizio, Toshiba, Haier, and HiSense.
The Samsung deal, Jacoby said, extends the Yahoo platform's footprint, "enabling our content partners and advertisers to reach many more consumers."
Additionally, new forms of marketing - beyond the traditional 30 second commercial - call for a more immediate reaction: Advertisers will be able to embed calls to action for downloading apps or digital media, providing coupons, ordering samples, reading reviews, or viewing product information.
"Today, consumers are engaging in interactive TV program experiences more and more," Eric Anderson, vice president of Samsung Electronics content and production solutions, said in a statement. But by combining Samsung's SyncPlus service with Yahoo Broadcast Interactivity, the companies can offer consumers what Anderson called "a very entertaining experience."