Laptops, netbooks, tablets, smartphones — all used while the TV is on.
As many as 80% of people multitask on a mobile device while watching TV, according to Mashable.
38% of respondents say browsing the web enhances their TV viewing experience, and the same number report searching for related content.
Multitasking is Both Disruptive and Engaging
Today’s tech savvy consumers spend their time looking at three distinct screens: computer, mobile, and TV and the content they consume or interact with is different on each.
- Computers serve internet content
- Mobile devices serve conversations (SMS, IM, voice) plus the internet
- TV screens serve television shows and movies
Vice president of emerging media at Razorfish, Jeremy Lockhorn, wrote in a recent post, “At minimum, multitasking adds another layer of complexity to the evolution of media measurement,” Lockhorn writes. “At most, it’s a massive disruptor to television. … On the one hand, there is a potential distraction factor with connected devices, and on the other, there is a much more engaged viewer who is passionately chasing down more content on devices beyond the TV.”
Content has already begun to cross the screen-divide with access to television content served on the internet, DVD content streaming to both computers and TV, and computer-style apps for mobile devices. Just today, YouTube rolled out the first of its TV-like channels with regularly scheduled programming from Reuters and Young Hollywood and others. There are good reasons why, historically, different types of media was delivered through different channels, however those reasons are rapidly disappearing in our new digital world.
Consumers Want Related Content, Immediately
It is consumer demand that is pushing technology toward content convergence. Consumers want immediate access to information and content. They want to be able to interact with, and make decisions about, whatever they are curious about or entertained by at the moment.
Consumer electronic companies are announcing a host of solutions to meet this demand, including connected and smart TVs, audio-triggered content, specialty remote controls, and more. Samsung and Lenovo recently announced TVs with front-facing cameras designed to automatically recognize the viewer, access their Facebook page, and pull up their favorite channels or websites.
Christopher Rick, in a post for ReelSEO, noted, ”The future is not more equipment, it is less. It is convergence of our video viewing into one place and it is being able to access all of our content on any device. Manufacturers see this, Netflix, Hulu, yeah, even Vudu see this. Even the cable companies like Time Warner, Comcast and Cox all see this. The only ones that don’t see it are the studios. That simply means that they’ll be the ones left behind. They constantly seem to think that this is all about them losing profit when really it’s all about us getting the content we want, which, if they were smart, would mean more profit for them.”
Interactive TV Advertising
In a few years, we may see true convergence between our many screens. Today’s challenge, however, is to understand consumer viewing habits and devise campaigns that play to the strengths of both TV and mobile. And that’s where StarStar comes in. Advertisers dish up captivating TV ads and include a StarStar call to action. For example, during a recent televised football game, the NFL ran an ad that included the call to action: Call **NFL. Viewers using their mobile devices had immediate access to the content they wanted. Consumers plug in to the brand immediately via their mobile devices. Simple, effective. StarStar numbers help brands bridge the screen-divide.