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Integrating TV and Web Advertising
CoTV
: A power assist to TV+Web Coactivity

CoTVLogo.jpg (3779 bytes)

 
The growing prevalence of simultaneous media use -- as TV viewers multitask with the Web and other media -- is gradually being recognized as an important sea-change in how media are consumed -- and a growing opportunity for making advertising far more effective. 

CoTV provides a power-assist to advertising -- and its response -- in this world of simultaneous media use.

Data from BIGresearch, comScore MediaMetrix and others shows that multitasking use of TV and the Internet is already a major factor in media use.  Advertisers are increasingly looking at advanced integration to deal with and exploit this trend.  (Further discussion and links are in the FAQ page, under Do couch potatoes really want to multitask?)

Some insight on these opportunities is in Tap into Simultaneous Media Consumption, by Joseph Jaffe.  He observes that "Smart marketers ... have begun to tap into the power of combining media. ... The implications are as follows:"

  • "There are synergies associated with addressing dual media consumption
  • "Simultaneous programming (i.e. Web and TV for example) is one way to reach consumers who would otherwise have slipped through the cracks
  • "In addition, this is a surefire way to reinforce the message and overall impact through increased frequency
  • "Calls-to-action from TV to Web offer a conversion path of least resistance
  • "Increased home adoption of broadband, together with home-networking and wi-fi set up will continue to build momentum around simultaneous media consumption patterns."

CoTV upgrades the idea of simultaneous TV and Web contact from a difficult-to-aim shotgun to a self-homing rifle. The idea is simple -- technology can automatically harness the context of what a viewer is watching on TV, to drive Web links they see on their PC.

As Jaffe says, programmers have been "tottering around that sandbox."  But having not ever seen someone walk, they still don't quite get how to do that. 

  • Simultaneous media use is user-centric, not program or network-centric, a fact that programmers have missed.
  • Automatic synchronization must do the work for the viewer -- across channels, and across time-shifted programs. It must follow the viewer wherever he goes.
  • The methods of CoTV make doing that on the Web relatively easy (with ordinary TV, and without added hardware investment).
  • CoTV coordinates simultaneous programming, and harnesses TV to Web calls-to-action, as shown in the diagram:

AdWebDrive2+.gif (10668 bytes)

First, consider a minimal form of CoTV-driven advertising...

  • CoTV can be used to drive a conventional Web ad server based on a user's current TV-viewing-context.
  • This would serve a cross-media counterpart to any TV ad into any Web page -- to provide a direct response, call-to-action that is synchronized with the TV ad impression on an individual viewer basis.
  • This could be done transparently, with no other visible impact on a user's Web experience

Then, consider the fuller exploitation of this new compound medium...

Imagine…seamless coordination of TV advertising with the Web

  • … a viewer with an any digital STB and any wireless PC laptop or tablet (or PDA) – even a desktop PC within view of the TV.
  • … a PC browser that knew what the viewer was watching on TV at all times, including what addressable ad, or even what personalized version of an ad.
  • … arbitrary Web-based offers, supplementary information, video, messaging, email, and transaction services -- all within a few clicks of a menu that popped on top of the PC screen while your commercial was showing on the TV – and all personalized and localized to the viewer.
  • … that those enhancements could be seen either synchronous with the program, or held for later use (and that DVR pause could be used to hold a place on the TV)
  • … that some of those Web clicks could cause additional video, such as supplementary channels or pre-staged DVR content, to be put on the TV.
  • … that viewers who might have advanced STBs could use them to interact on the TV screen when they felt like leaning back and doing just simple tasks, but could shift at any point to the PC, to continue from where they left off with high resolution Web pages and keyboard, stylus, or touch-screen interaction.
  • That a single set of enhancement content could be deployed and automatically adapted to styles for either PC-based or TV-based viewing.

Imagine…a commercial in that environment

  • … a BMW commercial a brand new model at a special seasonal rate – or one for any other brand
  • … that the viewer’s PC shows a menu (simultatenously, or later if desired) with rich images and copy, and menu options for details on the new model and the special rates.
  • … that passive Viewer A checks out a few screens and then simply clicks on "send me a video brochure and have a dealer call."
  • … that more active Viewer B checks out details of the car, and requests a branding video or an infomercial on a particular model be shown right now on his TV (using VOD or DVR), or on his PC. He then links to a configurator mini-site that shows what models and features are available, with locator features to see if a dealer has stock (and could even select and order it). He also uses e-mail or instant messaging to coordinate with other family members and his friends, and to ask BMW a question.
  • … that high-end Viewer C has an advanced STB, and did the first few steps on the TV, started to request the video, realized he wanted to compare many models, features, and colors, and shifted all his activity to the PC, with all his currently active model and feature selections intact.
  • …that many other brands advertised the same way, and similar enhancements popped
  • …that some advertisers and programmers or MSOs might opt to contain all activity in a walled garden, but that others might allow links to selected support services on the open Web.
  • …that open links could take users to cars.com or consumerreports.com, or motortrend.com for comparison shopping.
  • …that all of this was tracked to be accountable and to enable pay-per-lead or per-order.

What would it take to make that possible?

  • All but the Viewer C scenario could be operative within 6 months with moderate investment. All it takes is adding some software to the STB, the head-end, and a download to the PC. Alternatively, it could be done by adding some software to Media Center PCs, DVRs or the like. Conventional TV ads and Web content can be used, with minor enhancements. 
  • The more advanced Viewer C scenario adds only the need for deployment of the advanced STB, and some additional software for it, and some added software at the transaction Web site. More advanced content management tools would enable dual adaptation of Web content for presentation on the TV.

Key features:

     

Coactive TV 
User-centered Convergence 2.0

new media technology from   Teleshuttle Corporation
 
CoTV Today and Tomorrow
CoTV was ahead of its time in 2002...
Now TV "screen-shifting" and "companion" apps are now changing how people watch TV.
  • iPhone and iPad awakened the giants -- as an irresistible platform for coactive TV apps.
  • AirPlay and Chromecast have made screen-shifting easy and popular
  • Social TV apps (about what you are watching now) are drawing users.
  • Distributors are promoting 2nd screen apps and increasing openness.
  • Independents are using ACR (Automatic Content Recognition) to do it for themselves.
  • Twitter Ad Targeting and Comcast See It are bringing rich new functions to a mass market

The time is ripe for ubiquitous "always-on" TV sync
-- a single app and context portal for any companion content for any show (and any ad).
TV is ready to be reborn for the 21st Century!
...and
still more advanced CoTV features are yet to come.

...Recent blog postings on CoTV developments

Blog: 
Reisman on User-Centered Media

...Recent postings on CoTV
 
News:
Tenth Reisman CoTV patent issues 8/19/14.

Usage scenarios for advanced features
:

CoTV in the news:

Coactivity concept -- initial white papers (from 9/02):

 

 

Teleshuttle offers license to CoTV patents.

CoTV technology can be offered by service providers in TV, Internet, e-commerce, and allied fields. Teleshuttle seeks to cooperate with all industry participants to develop and apply these methods to facilitate simultaneous media multitasking, to assist in the development of services, reference designs, and standards, and to license this technology broadly for widespread use.

Richard Reisman -- Bio
Consulting/About

Contact Information

Richard R. Reisman, President, Teleshuttle Corporation
20 East 9th Street, New York, NY 10003
(212)-673-0225
e-mail: info@teleshuttle.com

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Coactive media:  Relating to media multitasking.  The simultaneous or alternating use of two or more media, such as TV and Internet (Web, etc.), especially where the using of the media is synchronized or coordinated typically (but not necessarily) on multiple devices or screens.

Coactive TV:  Relating to multitasking use of both television and the Internet (Web, etc.).  The simultaneous or alternating use of TV and the Internet, especially where the using of both media is coordinated or synchronized, and especially where the TV and the Internet browser are automatically coordinated with one another typically (but not necessarily) on multiple devices or screens.

Copyright 2011, Teleshuttle Corp. All rights reserved. / Patents pending