TV no longer commands our full attention. In a typical day 77% of viewers use another device while they are watching TV. Because of this, a business’s TV strategy should be closely aligned and integrated with the marketing strategies for digital devices.
Makes me think that there could be a platform play here; what if you could help business continue the conversation from one media to another? Especially from TV to your tablet / smartphones?
I think Shazam is trying that with ads on TV asking users to use Shazam to find new content but it is not spontaneous. By the time they reach for the phone, it is gone or you lose the user.
I think more smarter way is to use integrated experience which could drive the user from one device to another seamlessly - more like a hybrid of into_now with Amazon Kindle’s X-Ray. If the app or device knows what you are watching, it could show you an accompanying sponsored ad or continue an ad that started in the TV to a tablet or mobile which could lead you to a campaign or potential time-based discount.