As we enter 2014, the folks who are looking to increase viewership of their video content are finding the task is rapidly increasing in complexity and cost.
The studios and networks are stretching their budgets to create television programming that attracts and keeps the audience anytime, anywhere. And some of them are starting to realize that keeping the viewers CONNECTED to the content when they are AWAY from the television screen can go a long way towards bringing them back to the show.
When mentioning a hotel stay to our friends (or on TripAdvisor), we often talk about how they made us feel. The attention to detail, the quality of the sheets on the bed, the way they anticipated our needs and seem to know our name whenever we call room service at 3 am. One thing we don’t often talk about is the quality of the TV in our rooms.
As the titans of the CE industry that make and sell the next generation of connected/smart TV and 4K (Ultra HD) displays will eventually find out, this lack of conversation isn’t going to change for the foreseeable future. (But it should/ could – more on that later).
Will on Wednesdays: Get Off Your Ads and Mobilize! - Part 3: The Seismic Shifts that Will Need to Take Place to Make TV-to-Mobile Ad/Marketing Experiences Commonplace
By Will Kreth
In our first two articles, we looked at the leaders in the race to connect TV ad impressions to mobile marketing experiences (Apple, Google, Samsung and Amazon). In our third and final installment, we've talked to industry experts on how they see this movie playing out.
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.
Dontcha just love Fall? Football's cranking up, baseball is into the post-season, and the traditional new TV season has just begun. And with the new season comes innovation in the interactive television arena.
([itvt] is pleased to present another installment of our new weekly column from well-known interactive TV industry figure, Will Kreth.)
Today we have a treat--a guest commentary from Thomas Engdahl, CEO of Magic Ruby:
Does History Repeat Itself?: The Second Coming of Television Interaction.
- East Coast "TV of Tomorrow Show" Event Will Feature a Spectacular New Location, over 100 Expert Speakers and Panelists, Hands-On Workshops and Demo's, Unparalleled Networking/Business-Development Opportunities, [itvt]'s Popular Holiday Party, and Much More
- Tickets on Sale Now: Special Early-Bird and Group Rates Available
I was having dinner with my wife and her long-lost cousin this week, and he asked me if I was still working in "Cable TV." I kinda hemmed and hawed, because I always find it difficult to explain to civilians exactly what I do--hell, it's difficult to explain to my FAMILY what I do. So I said something inane about social media and second screens and television. And then the engineer in him spoke directly to the marketer in me: "Show me."
So I pulled out the trusty iPhone and said, "Before too long, this will be your set-top box."