Recently, broadcasters and brands have made buying platforms more compelling and publications more profitable by merging content and commerce. Now this convergence has gone a step further, as smart brands create interactive commercials, integrated within the content in which they appear. This new wave of embedded technology enables people to point at a static or moving image in order to buy or see more, without opening another page

Montreal-based e-commerce site SSENSE has joined forces with rap artists FKi, Iggy Azalea and Diplo to create an online music video from which viewers can click through to buy items of clothing and jewellery worn by the musicians.

As the artists move in the video wearing different items, icons with the letter S appear over each new outfit. If the viewer clicks on an S, the song pauses and a new window appears showing each item of clothing the singer is wearing, with the price and a click-to-buy option.