• by Abby Auerbach , February 2, 2012

Traditional broadcast television content is now being made available to turn every screened device into a TV set. Unlike other forms of mobile video content that’s downloaded through WiFi servers and subject to monthly data usage fees, this content is received directly from an over-the air digital television signal. Consumers can watch unlimited local broadcast content on-the-go without bankrupting their data plans.

Because of added availability, peak viewing times will no longer be tied to home viewing. In fact, according to Rentrak, most broadcast mobile video viewing is done during weekday afternoons. Mobile television gives local broadcast TV an opportunity to add an entire workforce full of audience impressions to the advertising ecosystem. 

This might create opportunities for brick-and-mortar marketers looking to drive foot traffic. 

As the mobile advertising content becomes more prevalent and trafficking becomes more sophisticated, hyper-local advertising will take advantage of the opportunity of on-the-go consumers.  

It’s a big opportunity for new creative advertising elements. For example, through GPS positioning, a consumer might see a spot for a specific advertiser based upon wherever they happen to be.

Why is this important? It has the potential to be the first medium to deliver the long-sought holy grail of marketing: using the most persuasive advertising medium pinpointed to specific consumers (not just demos), at the epitome of their local purchasing opportunity. It’s instant ROI.

On a practical level, having local broadcast content available keeps people connected when they might not be. Sunday shopping trips would be somewhat more pleasant for men with a live football game in their hands. No more will “when our show is over” get in the way of mobilizing a family excursion. And having local news available to you in a crisis can be essential. The TV in your hand would be a beacon in the darkness.

One of the primary reasons for the digital television transition was to free up extended spectrum bandwidth to secure access to essential news and information in the event of an emergency. Broadcasters are rising to this challenge by keeping their local content free and accessible to their viewers through the mobile broadcast.

But the contribution of mobile TV won’t be limited to its use as a primary TV viewing source. In 2012, a broadcaster initiative will make available a free app from ConnecTV that will sync your computer or mobile device to whatever program you’re watching and allow you to automatically interact with others watching the same program. It will also deliver related program content on a live basis. Naturally, there will also be space on the second screen for the stations to sell additional advertising.

There are two organizations that are shrinking your 50-inch HD living room widescreen to fit into your pocket, and both made themselves known at the 2012 CES. The Mobile Content Venture is a joint enterprise of 12 major broadcast groups.

MCV’s Dyle makes free live broadcast television available to iPhones and Androids with just an app, a dongle and a special antenna device. For now, the antenna will either be retractable or built into special ear-bud wires, and will bring you free simulcasts of local television broadcast content. Future smartphones will come with a chip installed to replace the dongle, and a Dyle logo on the device for easier consumer recognition. They have a deal in place with Samsung and MetroPCS to bring these new phones to market.

Another group offering mobile broadcast television capability is the Mobile500 Alliance, an association of 47 station groups and 427 stations. They introduced their own dongle device for iPads and smartphones at the CES. The system will be running as a beta test in Seattle later this year. 

Both of these systems will initially offer simulcast content from local broadcast stations. Coming soon will be custom mobile content, as well as content retransmitted from other existing television sources. Each device includes a built-in DVR capability for the consumer and will offer better monetization of the mobile space for its participating members, due to better audience measurement, advanced targeting and additional ad opportunities.

For those second-screen viewers, 40% go on social network sites, and 56% text with friends or family while they’re watching their primary television set. For those concerned that a viewer’s attention could be overtaxed while using a mobile device during a TV show, they might just be a desirable demographic instead: the social evangelist. Deloitte says that over 1 billion tweets were TV- related in 2011 -- about 90 million per day. Not bad for the second-most influential social site known to man.  

Harnessing this social media power, and leveraging specific extended platforms like ConnecTV, will help facilitate a social transition from one-to-one advice to one-to-many advocacy. As television grows -- and TVs shrink -- the opportunities for advertisers to connect with consumers will evolve along with it. Because in the future, TV will get up off the couch and into your hands.