Google today unveiled Showcase, a new Hangouts on Air app that allows broadcasters and brands to easily promote merchandise and related content.

In particular, Google’s live streaming tool has become a popular way for the movie industry to host Q&A sessions with a group of actors and actresses. In this scenario, the tool could be used to promote theater tickets on Fandango, the latest trailer on YouTube or the film’s official website.

2014-07-24Furthermore, music artists could use it to share their Google+ page or new records in the Google Play store. It follows the company’s experiments with “shoppable” Hangouts on Air, which allow users to essentially host a TV shopping channel online; a fashion brand, for instance, could easily link to their garments online, while a camera retailer could promote a new model in stock.

Hangouts on Air [via Google+]