The second screen experience is increasingly taking over the living rooms with more and more people expanding their passive TV viewing patters with tablets or phones. Microsoft is trying to fill the gap with Xbox SmarGlass. The whole idea is about enhancing the viewing experience, make it more interactive and interesting. Multiscreen experience represents a great opportunity for advertisers and it's going to be exciting to see how brands embrace this new behavior and deliver on it.
People are no longer engaging with content on just a single screen. Interactivity plays larger role in the communication than ever. We live in a highly digitalized world, but it doesn't make TV dead. TV is still an important communication channel but only if we see it as the part of the whole communication experience brands create.
TV is the springboard for the greater and deeper experience. TV lets people know your brand is available by providing reach. It conveys stories and is a great conversations starter...if fed with the relevant content people can relate to. TV is where people's relationship with your brand can begin.
We live in a complex ecosystem of screens. We tend to favor one type of screens over the others, depreciting the value of TV as the one way communication channel and prizing digital. But the truth is that if the content sucks, digital is not a magic wand that will turn it into gold.
The key challenge is to create while worthy pieces of content that work across various screens and connect them into an experience that is worth spending time on. The holy grain of media is integration of channels and experiences into a long-term journey we take on with our customers.
I've never been fond of killing the old technologies. They can be worthy if "recycled" and used in a new ways. Everything is remix today. So split, mix and mash-up the new and old technologies to create awesome. This is what you can do right here and right now.
Here more on the future of TV by the wise man Dan Wieden from Wieden+Kennedy
and remember "Half the time people who think they know what the future is, they're just making shit up"
What I like most about the technology is the new communication opportunities it brings. Clever thinking and creating synergies between stuff we know and the new possibilities, makes the same old story sound a bit more new and refreshing. The to good examples of this are Black Eyed Peas and German TV show Galileo.
Black Eyed Peas has developed an iphone app BEP360 to promote (sell) their new album and video.
BEP360 is an interactive music video that provides augment reality experience (you just need BEP album cover to activate it). There is also option that gives user tools to create photo session with the band and share it with other fans. Pretty cool way to activate music on other level than just traditional video. Hope to see more such an initiatives.
Another examples proves that TV can be social if you make an effort to provide viewers with the relevant tools.
German TV show Galileo used augmented reality browser app Junaio to run an interactive quiz for their viewers. Viewers had to hold their phone cameras up to the TV screen and point them at the answer they wanted to select. Image recognition worked out which answer was being selected and a tap of the screen submitted it.Viewers received instant feedback whether their answer was right or wrong. The quiz activity was promoted before and the whole activity seemed to be a success with an increase in TV show share among 14-49 year old viewers.
Something that wil stick or rather one time phenomena. Time will tell. But there is no doubt that TV can be a social and engaging experience.
You can see a video of the TV experiment (after an ad) here.
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