We've been watching with interest the developments in the second-screen space. Consolidation and re-invention have generated the most headlines in 2013; growth and revenue somewhat less so. It's a tough space, and I dare say that all the second-screen providers are consulting their Ouija boards to map out the next few years.
Moving from an Era of "What's in Your Wallet?" to "Who's Your Mobile Wallet?"
In our last installment, we looked at how Apple, with its vertically integrated products, identity architecture and cloud stack, may very well be the first company to bridge the TV advertising to mobile retail experience divide. From Apple TV to Passbook, we anticipate the company will opportunistically optimize their iAds platform -- using the awareness-generating power of TV ad impressions to both mobilize and shift branded experiences to the iPhone in as few clicks as possible.
([itvt] is pleased to present another installment of our new weekly column from well-known interactive TV industry figure, Will Kreth.)