A recent BBC World News survey of more than 3,600 digital device owners found that 43% of tablet users say they consume more TV than they did five years ago, with most respondents saying they use tablets alongside TV.
A recent Deloitte survey found that 24% are using a second screen while watching TV. This crossover with leisure time presents a unique opportunity to convert those in a ‘lean-back’ position.
So how can marketers respond to this trend?
The year is 2031. Flying cars have just hit the open market, the New York Mets are on the verge of winning their first World Series in forty-five years, and television as we know it has ceased to exist.
Let’s first imagine that a super smart group of MIT engineers solved all the technical troubles we’d encounter in switching from a broadcast to a unicast model.
The public’s consumption habits now overwhelmingly favor an on-demand format, and each household is equipped with a SmarTV capable of streaming content instantaneously from anywhere on the web.
Traditional channels have fallen in the face of more agile competition from platforms like Netflix and Hulu, or they’ve adapted to HBO Go-esque versions of their former selves.
Connected second screen experiences have enjoyed, or arguably suffered, a prolonged period of experimentation. No single slam dunk business model has disrupted the landscape, but there are several approaches that have succeeded in generating additional revenues and enhancing the 30-second TV spot.
Since they are not ubiquitous, you may not be aware of these successes. Here I examine the barriers and opportunities for the connected experience in detail.
This blog elaborates on the latter, with some examples of great connected experiences that have been successfully monetised.
Many have criticized Zynga's $200m acquisition of OMGPOP, the company behind the hit mobile game Draw Something.
According to critics of the deal, Zynga overpaid for the game just as it was hitting its peak, it will never recoup the purchase price and it could even be scantly remembered by consumers in a year's time.
Google TV may be the search giant's most ambitious initiative yet, but its success is far from guaranteed. While the time seems right for television-internet convergence, making it happen is going to be hard work.
One of the biggest difficulties Google has with Google TV is getting content owners on board. Recently, a number of American television networks, namely ABC, CBS and NBC, blocked consumers from accessing video content on their websites through Google TV.
The iPad is on its way. Apple started accepting pre-orders earlier this month, but there are still many unanswered questions about what iPad will deliver in its final form.
One thing that almost certainly won't be present when the iPad ships: support for Adobe Flash. That has numerous raised questions about both the iPad and Flash. After all, if the device Apple is betting so big on doesn't support Flash, will publishers, who have seen Apple's success with the iPhone, be forced to adopt Flash alternatives in order to position themselves to cash in if the iPad achieves success of its own? Or is Apple simply fighting a fight it can't win?
Want to break into Hollywood? Try breaking into Twitter first. Just ask 28 year-old Justin Halpern and he'll tell you: Twitter can be your golden ticket.
On August 3, Halpern set up an account, @shitmydadsays. The purpose: share some of his 73 year-old dad's wisdom with the world. You see, Halpern had just moved back in with the folks and figured that some of the things his dad told him might be worth rebroadcasting on Twitter. Turns out he was right: @shitmydadsays now has over 700,000 followers.
If you happen to be an Entertainment Weekly subscriber living in New York or Los Angeles, pay close attention to the September 18 issue you'll be receiving. There's something special in it: a video ad.
That's right. A video player as thin as paper will activate when a reader opens up an ad page and a video sponsored by Pepsi will promote upcoming television shows on CBS.
Cable television companies are getting excited about a web push to put all of their content online for subscribers. Called "TV Everywhere," the endeavor will make many television shows available online for free to customers who pay for cable on television. But getting all the major players to cooperate on this project could take quite some time. Five years in fact. At least that's what Quincy Smith thinks.
Speaking at the B&C/Multichannel News’ sponsored "TV Everywhere and Anywhere" panel on Tuesday in New York, the CEO of CBS Interactive put a damper on the feasability of the cable plan, saying that implementation is a long ways off.
Others on the panel estimated that about half of cable viewers will be authenticated by 2010 or 2012, but Smith is more bearish. He thinks there is a lot standing in the way of implementation. And cable providers aren't making it any easier for anyone.
Netflix has been hard at work getting its content on as many platforms as possible. This week, they're starting to stream early seasons of ABC shows like "Lost" and "Desperate Housewives." There are also rumors of a Netflix app that will soon stream video content to the iPhone.
This is all great news for Netflix. But is it a winning situation for the networks? Yes.