IBC 2015: Click-to-buy technology firm Smartzer scooped first prize at the DTG Television Innovation Awards.

Smartzer’s players allow viewers to click on a video for more information about products and to purchase them.

Smartzer also features an analytics engine which captures data on how consumers interact with videos.

The technology can be applied to videos before they are distributed through an HTML5 player, allowing interactive content to be accessed via a range of appliances, from mobile devices to smart TVs.

“Being a part of the IBC though the DTG Television Innovation Awards has been fantastic,” said Smartzer chief executive officer and founder Karoline Gross (pictured).

“We have been able to see the latest technologies in the broadcasting and entertainment space, as well as create new opportunities for Smartzer.

“The support from the DTG, UKTI and the [government-backed] Great campaign has helped position Smartzer alongside the most innovative technologies at the IBC.

“We see a future where all videos are interactive across all channels. The opportunities created through winning the award in the television and broadcasting industry will be invaluable for us to work towards the future vision.”

IBC Conference executive producer and award judge David Crawford said: “There were six great innovations and three brilliant ones, and the judges’ decision on the winner was a hotly contested environment, but in the end Smartzer was a unanimous winner.

“It was a very clear presentation, they had thought through their business case, protected the most exciting bits of their intellectual property and got their strategy nicely bundled up.”

The DTG ‘s Silver Award went to TV App Agency and the Bronze Award to Go HDR.