September 15, 2012 Leave a comment
Google/IPSOS/Sterling just released the latest look at screen activity and their info graphic reveals that 77% of the times that viewers watch TV they are using another screen at the same time. 49% report a smart phone and 34% report a pc/laptop.
At the same time, cable companies like my own (Comcast Spotlight) continue to find success on the TV screen itself with Interactive TV. Using their remote consumers can navigate into additional information screens and/or video or request for more information (RFI) or even respond to polls. A 2011 IAB study shows very promising results with definitive brand lift and response rate.
Debate ensues regarding these two paths of interactivity are now available to the TV advertiser; multiple screen (TV plus other smartphone/pc/laptop/tablet) impact or just the TV screen itself. Question is; which path offers advertisers the most potential? That answer may lie in the consumption experience of audience.
TV is often characterized as a “lean back” experience. Picture the viewer relaxed, leaning back on the couch, feet up on the ottoman or coffee table with the remote in his/her outstretched hand. On the other hand the internet is more of a “lean in” media with the user pictured leaning forward, engaged in the screen as they micro manage the control of the screen.
Leaning back, or leaning in. One screen or two screens? Both experiences are interactive. Which is the best option going forward?
To be continued….