The deal with DVR (digital video recorder) giant TiVo means that, beginning this Autumn, firms will be able to run interactive TV advertisements that let viewers buy the product through PayPal with a few clicks of their remote control.

A similar agreement with Comcast Cable will let viewers make purchases or donations related to the content they're watching either directly through their TV using the remote control, or on a companion device such as a phone or tablet. The pair are also looking at ways to let consumers accept coupons directly into their PayPal online wallet during ads.

PayPal says that 't-commerce' is finally on the verge of mainstream take-up, citing its own survey from October which found that half of TV subscribers show an interest in purchasing goods and services linked to the content they're watching, either directly from their television through their remote control, or on a companion device. Nearly 30% of those same TV subscribers said they would use PayPal to make those purchases.

Scott Dunlap, VP, emerging opportunities, PayPal, says: "The online and offline world have merged and commerce now happens anytime and everywhere. We believe the TV is the next natural outlet for commerce and we're excited to bring the innovation and security of PayPal's payment solutions to this new frontier."

Tara Maitra, GM, content and media sales, TiVo, adds: "In today's fragmented TV viewing world it is harder than ever before for advertisers to reach their audiences, and it's important to find creative ways to get in front of viewers. TiVo's interactive ads allow advertisers to grab the attention of viewers in unobtrusive ways and on the viewer's terms. By teaming with PayPal consumers will be able to instantly purchase products with just a few clicks of the remote after an easy, one-time account setup."