• by Wayne Friedman , January 6, 2014

LAS VEGAS -- Buying merchandise from one’s TV remote isn’t new -- but buying it during the airing of the biggest TV event of the year is.

H&M will run an ad during next month’s Super Bowl on Samsung smart TVs, on a platform that has been selling TV merchandise for some time, San Francisco-based Delivery Agent, per several reports.

A 30-second TV commercial will focus on David Beckham’s Bodywear product -- and during the airing of the TV spot on Samsung smart TV sets, a pop-up menu will appear offering product information, including the option to buy and send the information about the product to another device.

If the commercial is seen during any time-shifting; the ad will still be interactive for consumers.

Samsung is an investor in Delivery Agent, as well as Intel, Liberty Global and Grazia Equity. Delivery Agent has sold merchandise and fashion products and other merchandise through partnerships with NBC, Fox, CBS, HBO, Showtime, Pepsi, Visa, Comcast, Cablevision, AT&T and Verizon.

One estimate, according to eMarketer, says some 35.1 million U.S. homes had smart TVs in 2013 -- up by more than 25% over a year ago. By 2016, that number is predicted to rise to 52.7 million -- 43.1% of U.S. TV homes .