Total Commerce Needs A Shared Language: UM Worldwides Owen Beet.TV [Video]

MARCO ISLAND, FL — In an era where digital storefronts are just a click away, the lines between media and commerce are blurring.

As consumers lounge in their living rooms, their favorite shows may soon double as the latest shopping platform.

“Imagine you’re watching a TV show and someone was wearing a red dress and you want to purchase that dress,” posits Amie Owen, US Head of Commerce at UM Worldwide. “You’re able to interact with the actual screen to actually purchase.”

Owen outlines a vision for commerce that transcends traditional media, embracing content, technology, and the physical store to create what she calls “total commerce” – a holistic approach that considers the entire user journey.

Retail had already been fusing with online content. What’s new is the fusion of commerce with internet-targeted CTV ads, an arrival which finally delivers the long-ago promise of interactive shoppable TV.

Owen sees a …