Online video firm Jivox launched WatchNBuy, a shopping service that lets consumers click on items in a video — and purchase them.

The model has been tried before. In June, Splashcast released a tool that enables marketers to "highlight" items in an online video. Consumers can click on the items to view an ad or visit a purchasing page. TiVo and Amazon also announced a TV/ecommerce model where users can select an item mentioned on a TV show, then save it in their Amazon accounts to purchase later.

According to MediaPost, WatchNBuy found that users searching for particular items are "very motivated" to buy, and marketers can exploit those motivations while consumers research a product, which is generally what they're doing when they watch a product-oriented video.

"The great unknown of selling on the internet is how to tap into the right audience, and Jivox's targeting capabilities are helping WatchNBuy.com solve that crucial challenge," said WatchNBuy CEO George Siegal.

This year Jivox raised $10 million in Series A funding. The Jivox Video Network purportedly serves 40 million viewers.