Zeebox, the social TV outfit, has launched a click-to-buy service designed to let viewers buy products directly from TV ads for the first time. The move should provide brands with more insight into the effectiveness of their TV campaigns while providing measureable performance tracking.

Every time a viewer sees a TV ad, a corresponding click-to-buy button appears in real-time via the Zeebox tags. Each of these tags will feature an icon that alerts the viewer to the type of ad product, whether it is a song, product, travel service. Once they click on the tag the viewer will be taken to a retailer’s product page, or to the advertiser’s website for more information.

Zeebox co-founder Anthony Rose described the ability to make TV ads clickable and interactive as the “holy grail” for TV advertisers.

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