With growing digital entertainment options everywhere, it's hard to know what to choose -- and that is not always good for
business.
Jon Mantell, vp of
media, entertainment and video for CBS Interactive, in speaking at the OMMA Video event in Los Angeles, says "a lot of time people just want to watch TV. They don't want to be
distracted."
Gregg Colvin, senior vp of digital at Universal McCann, says many people can be
adverse to open up another entertainment app -- which is why a "Men In Black" promotion for the agency worked so well with Shazam. Consumers didn't need to open up another mobile
app.
Working with other parts of media companies can still be a challenge. Those silos -- for
marketing and other ad efforts -- are changing. Says Mantell: "It's definitely a challenge. But it's improving. We are talking an active role in that."