Brian Solis recently wrote about the increasingly strong relationship between TV and mobile. Our society is quickly becoming full of multi-screeners, which opens up a new realm of possibilities that all PR students and professionals should be itching to explore.
Brian shows these slides from a Google report about this new multi-screening world. The following slides pertain specifically to the role of TV in this multi-screen world.
It is incredible to think of all the creative ways one could integrate the latent act of watching television with active mobile use and search. Google has named this symbiosis “found time”. This refers to the moment in which consumers see a product on TV and then immediately search for it. Brian says, “It is in these ‘micro-moments’ that Google found viewers to search, shop, communicate and keep entertainment across multiple screens. The result? Marketers and advertisers are now presented with additional touchpoints to engage consumers throughout the day.”
He goes on to say, “Marketing around found time and these new micro-moments creates the need for customer experience and journey architecture.” Since a viewer can search for your business with a variety of different sources (phone, computer, TV, tablet), that viewing experience must be designed and optimized for each screen.
Brian leaves us with this, “SEO and SEM is no longer good enough to cater to multiscreeners who engage in found time. Experiences and outcomes now count for everything.”
As our theme suggests, the possibilities are beyond numerous and just keep increasing. This new symbiotic relationship between TV and mobile is a perfect example. It provides such exciting new terrain for PR students and professionals to explore!
For Brian’s full article, click here.