Could Canoe Ventures have succeeded by focusing on using a "second screen experience" as the platform for its interactive advertising initiatives rather than the decades-old big screen dominating living rooms? It’s possible.
Under a “Pearl” umbrella, a group of local broadcast groups have joined to launch a national footprint using the ConnecTV social TV platform. ConnecTV, which is available via the iPad and a Web site, gives viewers all kinds of opportunities live-synched with TV programming. Those range from obtaining more information about actors or news stories to connecting with friends via Twitter and Facebook.
That can all be fun for viewers. Yet, ConnecTV also offers stations capabilities to generate revenues in line with what Canoe was attempting. Ads with interactive functionality can be made available on an iPad screen, just as a complementary spot runs on-air. Similarly, ConnecTV can enable viewers to participate in live polls about a show as it unfolds.
The opportunities to link promotional content with what is taking place on-screen seem endless, including t-commerce. To many, that's a holy grail. A TV spot could prompt a viewer to make an immediate purchase via the iPad. (Soon, ConnecTV will be available via iPhones and Android devices.)