|Integrating TV and Web
A power assist to TV+Web
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?)
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.
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:"
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.
- "There are synergies associated with addressing dual media
- "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
- "Increased home adoption of broadband, together with
home-networking and wi-fi set up will continue to build momentum around simultaneous media
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.
, 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:
- Simultaneous media use is user-centric, not program
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...
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
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.
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 viewers 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
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
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.
Teleshuttle offers consulting on coactive
media services, and license to pending patents to strategic partners on win-win terms.
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. Partner
inquiries and feedback are invited.
Richard Reisman -- Bio
Richard R. Reisman, President, Teleshuttle Corporation
20 East 9th Street, New York, NY 10003
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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
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
(but not necessarily) on multiple devices or screens.
Copyright 2011, Teleshuttle Corp. All
rights reserved. / Patents pending