Since two-thirds of smartphone and tablet owners use them while watching TV, then "take a picture of your tv" sounds like a reasonable request - potentially even an ingenious one. The process of moving eyeballs across channels to engage, entrust, and eventually encapsulate a target market in the funnel of communication could very well be the direction that digital marketing is headed. In fact the majority of tech users, at all stages of life, indicate multiple screens as complimentary devices to the television, adding further credence to the need to integrate campaigns across channels.
Source: Microsoft Advertising
Imagine a scenario where a new vehicle model is introduced via targeting ads toward televisions in a ZIP Code that index highly for the specific model being introduced. A quarter of those people take a picture of a QR Code in the ad, which sends them to content that engages them in further learning details about the model. Then, the content from the smartphone interfaces with their current vehicle's in-vehicle infotainment system and gives them options to get involved with an experiential event at multiple locations between their home and work. Additionally, the in-vehicle infotainment system syncs up with with their social media profile and pushes the names of their friends that will also be involved with the event and where. This might happen through Facebook, Foursquare, Gowalla, Scoville, or some other popular network.
Conversely, the interaction might begin as a display ad on a tablet. There is no immediate engagement with the content, but later while watching television the customer is prompted to recall the interaction. They grab the tablet sitting near them and either engage the content by clicking on the television ad or finding it through search. The cycle starts all over again.
We also know that customers use their smartphones, tablets and ereaders in other situations as well. How would you leverage an opportunity with a magazine ad being read while waiting in the doctor's office? Better yet, how about creating a game about your brand so you can "be" the content that is potentially as addicitive as Angry Birds, so the customer thinks to play your game while they wait for the doctor?
The mobile device is becoming the epicenter of an individual's connection to their personal data, entertainment, information and even wallets. I recently heard at a conference that 35% of people load an app before getting out of bed, and an even greater number touch their phone before anything else (including themselves or their spouse!). I guess this is true for those that use the smartphone as an alarm clock, which I've been known to do as well.
Given that use of smartphones is becoming more important, it would seem to be a no-brainer that digital marketers would break down the silos between themselves and the traditional marketers so that they could collaborate on ways to place targeted ads that allow potential consumers to pull content through the mobile connected device to increase engagement with brands.
What do you think about multiscreen advertising?
Posted by Therran Oliphant, Product Strategist, Polk (08.11.2011)
Source: Microsoft Advertising
Imagine a scenario where a new vehicle model is introduced via targeting ads toward televisions in a ZIP Code that index highly for the specific model being introduced. A quarter of those people take a picture of a QR Code in the ad, which sends them to content that engages them in further learning details about the model. Then, the content from the smartphone interfaces with their current vehicle's in-vehicle infotainment system and gives them options to get involved with an experiential event at multiple locations between their home and work. Additionally, the in-vehicle infotainment system syncs up with with their social media profile and pushes the names of their friends that will also be involved with the event and where. This might happen through Facebook, Foursquare, Gowalla, Scoville, or some other popular network.
Conversely, the interaction might begin as a display ad on a tablet. There is no immediate engagement with the content, but later while watching television the customer is prompted to recall the interaction. They grab the tablet sitting near them and either engage the content by clicking on the television ad or finding it through search. The cycle starts all over again.
We also know that customers use their smartphones, tablets and ereaders in other situations as well. How would you leverage an opportunity with a magazine ad being read while waiting in the doctor's office? Better yet, how about creating a game about your brand so you can "be" the content that is potentially as addicitive as Angry Birds, so the customer thinks to play your game while they wait for the doctor?
The mobile device is becoming the epicenter of an individual's connection to their personal data, entertainment, information and even wallets. I recently heard at a conference that 35% of people load an app before getting out of bed, and an even greater number touch their phone before anything else (including themselves or their spouse!). I guess this is true for those that use the smartphone as an alarm clock, which I've been known to do as well.
Given that use of smartphones is becoming more important, it would seem to be a no-brainer that digital marketers would break down the silos between themselves and the traditional marketers so that they could collaborate on ways to place targeted ads that allow potential consumers to pull content through the mobile connected device to increase engagement with brands.
What do you think about multiscreen advertising?
Posted by Therran Oliphant, Product Strategist, Polk (08.11.2011)
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