You're watching a spirits show, a bottle of Campari catches your eye, and instead of grabbing your phone, hunting for a QR code, or opening three tabs to track it down, you just buy it. Right there. On the screen. By remote.
That's klyq™, the newest app from NBTV, and it went live nationwide this month. Full disclosure, and it's a happy one: NBTV is a Branded portfolio company. So is the second company in this story, but I'm getting ahead of myself.
klyq ("Don't Just Watch. klyq.") is powered by NBTV's patented Buy Bar™ technology, which turns the video itself into the storefront. No QR codes, no friction, no off-platform searching. You discover and purchase directly on-screen. NBTV's CEO, Nick Buzzell, describes the vision as the "Mall of the Television," pulling high-intent categories like spirits, golf, pets, travel, beauty and food into one interactive marketplace. After proving the model with early work on Vizio and Apple, klyq just landed the partner that gives it real scale. Samsung.
That's the headline. klyq is rolling out across Samsung's connected-TV footprint, more than 85 million TVs in the U.S. (with 200 million-plus worldwide to follow), featured right on the home screen. For the first time, the Samsung home-screen ad itself is shoppable. Power on the TV, see something you want, buy it by remote. The Campari launch campaign is already live if you want to watch the Buy Bar do its thing.
Now the part I love most, b/c it's Branded family.
Building out klyq's travel vertical is Hyperfunnel.ai, led by CEO Ashwin Kamlani, and yes, also a Branded portfolio company. When two of your portfolio companies decide to build something together, that's a good day at the office. Hyperfunnel is producing and curating the travel experiences inside klyq (shoppable series, hotels, cruises, destinations) and layering in a voice-AI concierge, so before long you'll talk to your television, and it will book the trip. The travel vertical launches this fall.
Here's why this matters beyond the gee-whiz.
For years our industry has tossed around "shoppable" and "engagement" while the actual path from content to purchase stayed clunky. klyq collapses that path to zero. For any brand in food, beverage, travel or hospitality, that's the holy grail: attention converted into a transaction without the guest ever leaving the couch. And for the rest of us, it's a real look at where content and commerce are heading, on the biggest screen in the house.
Two Branded companies, one Samsung-sized stage. Don't just watch. → klyq.tv
If you’d like to discuss what Branded is doing with NBTV or how you can get involved, please click here or contact me directly.
