The shopping giant eBay has just updated its iPad app with a new feature called “Watch along with eBay.” The company’s first foray into the second-screen universe, the app displays items for sale that relate to the TV show you’re watching. Well, roughly relate.
eBay exec Steve Yankovich said he was inspired to add the new feature after watching the movie “Something’s Gotta Give” and wanting to buy a toaster in the flick. “You’ll be able to buy exactly what’s there,” he told SF Gate.
That app isn’t that good — yet. You start by typing in your zip code and TV service. Then, type in the TV show you’re watching (in later versions, it will auto-identify the show, says eBay) and it will trigger a search for merchandise available on eBay. In our case, we were watching NFL Live on ESPN, and it displayed two NFL Live hats and two signed photos (below). In other words, it searched against the TV show name, not what’s featured in the TV show.
The app performed better against my kid’s favorite show, Sid the Science Guy. But of course, that’s a function of the volume of merchandise that’s associated with that show’s name. eBay says it’s working on gaining access to items available inside TV shows, but that requires forging partnerships with cable providers, studios and networks, something eBay is working on, Yankovich told SF Gate. eBay also plans to roll out the second-screen feature to the remainder of its device apps.
As we reported earlier this month, Shazam has launched a feature that shows merchandise for sale when you tag a TV show. That feature is powered by Delivery Agent, which already has relationships with many of the major TV and cable networks.
This is an interesting first foray by eBay, but the app desperately needs auto-synchronization and better meta data to surface items inside TV shows, not just merchandise carrying the TV show’s brand.