Screen Companions: If You Haven't Got The App, You Won't Enjoy The TV Programme
Using your phone as a remote control is one of the first uses of phones as a second screen. Users are also using phones to connect to their desktops as a keyboard.
Rosen cites an example of McDonald's Pick n' Play! digital billboard, where users were able to use their smartphones to control a game 'broadcast' in a public place, encouraging consumers to play and interact with the brand. Interaction was verified through geolocation.
Examples like these demonstrate that something 'profound' is going on being able to use mobile and retail within the same space. Could out of home be that fifth screen? asks Rosen.
Sharing your screen is also social currency, and a talking point and buzz for brands.
Screen companion has had most attention from marketers, Rosen added. Consumers use their mobiles to enhance the experience of watching TV. The mobile is a complementary screen, with 77% of those watching TV, using another device.
Rosen discussed how Heineken employed such thinking to reinforce its football sponsorship, integrating a betting/guessing game mobile app into the football game being played on the TV screen. Users were encouraged to guess where goals would come from and how quickly, for example, earning the user points and prizes.
The Watch with Ebay app, where users can shop with their favourite shows was another. 'A great example of what's going on and a great example of contextual advertising', Rosen said.
Overall, the implication of screen companions is that if consumers haven't got the app they won't be able to enjoy the TV show in the same way.
Recent Show Daily Articles
-
Looking for more offline data for marketers -- in a online world May 23, 5:18 p.m.
A future big data grab for marketers -- and data companies -- is in collecting ...
-
Don't Believe The KPI Hype! May 23, 4:12 p.m.
Beware of baloney KPIs -- and Facebook “likes” in particular! So stressed experts on an afternoon ...
-
Evidon: W3C's Effort To Forge Do-Not-Track Agreement Has 'Already Failed' May 23, 3:11 p.m.
The Internet standards group World Wide Web Consortium has been trying for two years to figure ...
-
How McCormick Spiced Up Web Presence May 23, 2:35 p.m.
If you’re not aware, flavor company McCormick relaunched its Web site earlier this year. Trying to ...
-
Experian Takes Universal View Of Data May 23, 12:21 p.m.
Marcus Tewksbury, Global Vice President of Product Strategy, Experian Marketing Services, said the split between offline ...
-
Properly Valuing Data May 23, 12:02 p.m.
How do you come up with the right campaign metric for measuring success? "Does it impact ...
-
Lack Of Data About Data Drives Opportunity May 23, 12:02 p.m.
Richard Frankel, president, Rocket Fuel, argues there won’t be a standard for evaluating the value of ...
-
The Year Of Big Data? More Like The Decade Of Big Data May 23, 11:49 a.m.
Speaking at OMMA DDM in New York this afternoon, John Simpson, managing director, Blue State Digital, ...
-
HarperCollins' Boyle On Boiling Your Data May 23, 10:54 a.m.
Echoing the positions of other experts at OMMA DDB on Thursday, David Boyle, SVP of Consumer ...
-
That's Funny, David Boyle Doesn't Look Blueish May 23, 10:44 a.m.
David Boyle, the consumer insights guru at HarperCollins Publishers describes himself as a “data geek” and ...
Be the first to comment on "Screen Companions: If You Haven't Got The App, You Won't Enjoy The TV Programme "
Leave a Comment