TV and the Third Screen

2011 was predicted as the year that your old TV box in the corner would begin to catch up and join in with the social, interactive world of the modern internet. As we become more attached to our smartphones and tablets, some of us unable to put them down even as we watch our favourite shows, TV needs to figure out a way to use what is being referred to as "the third screen" to offer bespoke content that deepens the experience of television viewing.

Several high profile entertainment shows and advertisers have begun to use the third screen to offer such experiences. The technology they're using is sound recognition.

How the technology works:

An app is programmed to recognise certain sounds within a TV show or advertisement and deliver specific content based on that sound. For example, in an ad for H&M, the app could recognise a section of music from the ad that corresponds with a model wearing a summer dress. That dress would then appear on your smartphone or tablet and offer you the chance to buy it there and then, store it in a wishlist, browse your local stores to see where it is in stock, or share it with your friends. Mobile phone operators could sell phones directly, supermarkets could allow you to add items to your digital shopping list, software companies could offer instant game downloads... the possibilities are endless.

Some examples:

W+K London's brand new campaign for Honda "This Unpredictable Life" is a great example of this technology in use. By downloading an app to their iPhone, viewers can "capture" characters from ad.



ABC released an iPad app this week that synchs with Greys Anatomy. Although content wise it looks a little bit like the the extras on DVD's that no one watches, it is a sign that entertainment companies are willing to invest in creating these types of apps for very popular shows.



This is a very interesting and exciting area, and one we as marketers need to keep a very close eye on.

PSFK presents Future Of Mobile Tagging Report

PSFK have produced this excellent indepth report on the future of mobile tagging. As mobile internet usage rises rapidly around the globe, we as advertisers need to consider how mobile tagging can add depth and experience to otherwise static media formats, such as press and outdoor.

It's long, but a must read in my opinion.

PSFK presents Future Of Mobile Tagging Report

View more presentations from PSFK.

Google Goggles and Advertising

Google goggles has been around for a while now, but the technology was somewhat imperfect. They seemed to have been working hard on it though and this week, Google launched the video above which shows how they've has teamed up with some big brands to explore the possibilities of how the technology can be used for advertising. It's a similar technology to a QR code but thankfully doesn't rely on the codes graphic aesthetic. With google goggles now available to iPhone and Android it's definitely something all of us in advertising should to keep an eye on.