TV is transitioning from a one-way broadcast into a community platform where views are able to interact with one another, content owners and advertising brands. As of right now, consumers do not have to upgrade their TV sets to new ones that connect to the internet in order to stay connected because of the variety of mobile applications for tablets and smartphones.
Mobile applications are a relevant way to enhance the social TV experience, because consumers spend approximately 17 hours a day with their phones and tablets. Also, consumers are already interacting on social media channels, such as Facebook and Twitter, when watching TV programs. As a result, the new TV interface has expanded to include tablets, laptops, smartphones and gaming consoles.
Social TV creates a new way for advertisers to reach their audience. Broadcast owners can now, for the first time, reward viewers for sharing information about a product or service in real time. Not only does it create a connection between a viewer and the brand, but it will also provide companies with feedback about who is engaging with the company and what programs they are watching.
The move into social TV is also bringing about social media applications that allow audiences to check-in and share what they’re watching. These applications reward viewers with free giveaways for checking-in. For example, Old Navy recently gave away free jeans to viewers who checked-in with Shazam.
For more information see the article, “Social TV is in your future” by Alper Turgut.
