Interactive TV: The Power is In Your Hand

amp8220If we can ever get to that direct link to buy that would be the Holy Grail to meamp8221 Johnson ampamp Johnson CMO Alison Lewis said of TV at CES in JanuaryThe Holy Grail presumes weamp8217re a technology revolution away from ads that truly sell Thatamp8217s understandable given the many practical hurdles to creating a successful interactive linear TV campaign Agencies and media have to navigate a maze of incompatible settop and OTT boxes Agencies have to create and approve ads unique to each delivery platform including new coviewing app experiences and then aggregate reporting across these walled systems And most importantly viewers need to use and learn new remotes interfacesamp160and often need to sync up This all sounds like a prescription for less interaction and negative ROI amp160and itamp8217s unnecessaryWe already have a platform that consumers like that advertisers can use easily and that can work across all TV systems and formats as well as many other legacy media Of course Iamp8217m talking about the mobile deviceMost of us canamp8217t go long without speaking texting emailing sharing or surfingamp160and 87 of us already use our devices while watching linear TV Factor in the growth of mobile commerceamp160and smartphones and tablets form the obvious answer for linear TV interactionA focused mobile app for activating offers from linear TV ads programming and content can be more effective than a TV remote or sifting through multiple coviewing apps It can allow viewers to make purchases receive coupons get information or even click to call faster It can store all of the offers and information in one place Thereamp8217s no need for a remote WiFi connection oramp160switching between apps and mobile ad blocking does not applyAds in any medium from TV to print to outdoor and instore can be tagged with a mobile voice keyword Because voice keywords can be bought on an accountable CPC basis like search there is little waste or fraud When all lead to one app response rates audience quality and activation increase When people speak a keyword into an app amp160instead of relying on a device to record a commercial snippet amp160they tend to recall an associated brand message better and response rates go up If itamp8217s a dedicated ecommerce app without the added activities of a content or social app response increases even more and GPS can then deliver clear realtime reporting on place and time of engagement and postengagement action down to a hyperlocal basisToday 20th Television enables advertisers to put voice keyword prompts in commercials alerting viewers to product offers and information they can activate through the WiO app So in a very real sense the interactive future is here alreadyWe donamp8217t need smart TVs OTTs and cable boxes to achieve interactive TV at scale We need to get smarter about how we use mobile devices The promise of a connected future across all media requires only that we exploit the power of voice on the one device consumers increasingly can39t live withoutImage at top courtesy of Corbis The opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggers

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Interactive TV: The Power is In Your Hand

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Andrew Pakula

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Interactive TV: The Power is In Your Hand

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