Mobile important for connected TV
Posted on Jul 30, 2012 by YuMe
As various companies work to get a toehold in the connected TV market via set-top boxes, gaming consoles and other hardware, several experts believe mobile devices may play a big role in determining which companies come out on top.
"One of the key determinants of which input to use is its interface and mobile extension," Mobile Marketing Daily editor Steve Smith wrote in his recent blog post, remarking on how he chooses which connected TV device to use based on how well it integrates with a mobile app.
Smith continues by saying that companies that can (or have) tapped into the mobile media market will likely be able to more seamlessly transition into viable connected TV solutions. Looking into which devices are most prevalent in a company's particular market will also be important for deciding which mobile devices will provide the best leg up against competition.
In his MediaPost article, Smith quotes ABI Research senior analyst Michaels Inouye, who stated, "The future of connected CE will ultimately work together with mobile devices and not against them. Other CE devices like connected TVs and game consoles are already integrating mobile devices into the user experience, the same will likely prove true for smart set-top boxes as well."
Recent ABI research indicated that mobile integration will be one key if set-top boxes hope to compete against game consoles and other multi-function devices as a means of creating smart TVs. Regardless of how exactly it evolves, however, ABI said the "digital living room" is on its way – which advertisers would be wise to consider as they determine how campaigns will play out across multiple channels.