Encouraging Brand Participation Through Advertisement Tagging
Tracking TV through dynamic smartphone applications opens new avenues for greater brand engagement.
The future of digital television will hinge on how well the archetypal mass medium responds to it’s remediation by other platforms. All in one approaches have been suggested by GOAB but it is also likely that two screen mediation will develop in a bottom up manner.
The explosive growth of Foursquare has set many entrepreneurial minds on extending the the “check – in dynamics” to other realms, including television. One such example is the IntoNow iPhone app which uses an audio fingerprinting technology (alá Shazam) to recognize what viewers are watching at a particular time. In a display of this technologies potential, users can not only identify what shows they are watching but also alert friends via Facebook and Twitter.