In the convergence of TV and technology brands must enhance the viewing experience if they want to succeed.
Who knows what we used to do when we watched TV before the days of smartphones and tablets. Just plain old watched it I guess. Well not any more.
According to Forbes, 40% of all smartphone owners in the UK use their phone whilst watching TV and this number increases significantly amongst 18-34 year olds. Nielsen states that 88% of tablet owners use their devices whilst watching television.
At CES 2012 Yahoo! launched their TV companion app IntoNow, earlier this year Sky bought a 10% stake in Zeebox and we have just seen ITV forge a deal with audio-recognition leaders Shazam.
What all of these applications (and many others like them) have in common is the ability to extend the TV experience beyond the linear broadcast or 30” advertising slot. It’s clever stuff and without doubt brands will want to try it and media will want to sell it but the big question is….will consumers want to use it?
We’re delighted to announce that OMD and Posterscope have been awarded Best Use of Multiple Formats in Outdoor for McDonald’s Extended Hours at this year’s Clear Channel Outdoor Planning Awards.