Providing Item Information Notification During Video Playing.

An apparatus capable of, and a method comprising, the steps of monitoring a play location within a video; searching a plurality of segment definitions to identify a segment definition that is responsive to the play location, a segment definition defines, responsive to a depiction of a purchasable item, a beginning and an ending of a video segment within the video; displaying, responsive to an identified segment definition, an indication that item purchase information is available for an item being depicted; receiving, from a user, a request for item purchase information in response to the display of an indication that item information is available; identifying a request location that is responsive to the request for item purchase information; and displaying item purchase information associated with a segment definition that is responsive to the request location.