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:

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...

• … 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.

• … 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.

Richard Reisman -- Bio
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