The TV advertising revolution has just been born. Interactive TV Commercials have started in a serious way. The most dramatic change since Black + White.

 

 

Here it comes, the revolution in TV advertising - interactive TV Commercials. Trust me, you ain't seen nothing yet.

In the past, traditional TV broadcasters used networks (satellite, cable) that didn't allow for engagement as such. So they simply pushed out content rather than allowing consumers to push back. The technology was one-way.

The internet changed that to a point but was adopted by those same broadcasters as simply a "new way" to broadcast their programming. It was just "another medium". Netflix showed a new way to use the medium.

Now however, the advent of TV internet connected devices such as Apple TV, Playstation and lots of others coming on stream, are discovering interactive TV commercials. 

As people view TV and video content from what they call "connected devices" (internet connected) it opens up a whole new way to engage during the playing of typical TV Ads. This, my friends, will open up a whole new world of creativity and is just waiting for Agencies with the talent to do this, to open their doors. A lot of the digital agencies will already have the skills and be able now to upsell into TV commercials.

It is THE opportunity that traditional Ad Agencies should have been waiting for. An Ad Agency that opens a division for interactive TV Commercials will be first in a space where eventually ALL Commercials will be interactive.

So when you watch a TV Ad on Xbox for example, you can now engage with it. Change the ending, look at more images, sharing it on Facebook immediately, delving into the content and so on. This is the breakthrough.

Ads can now become physically engaging and directly responsive.

Brainient, (http://brainient.com/) a start-up, is one of the first groups that's starting to get to grips with it over Xbox and connected devices. An Ad for the movie, 'The Hobbit' allows users to use hand gestures to interact with it and getting extra photo galleries and full cast biogs. It's being screened in the UK at the moment, and it's relatively simple engagement but this is the start. 

The first time I've seen it in this form. Wow.

Advertisers will be able to track brand engagement, develop other content attached to their Ad and publishers/broadcasters will be able to sell these extra engagements. You won't buy media space, you'll buy interactivity.

It's also good to note that Brainient claim to be working with traditional London Ad Agencies on 30/50-ish campaigns a month so you'll see more of this. That's a growth from only 100 in total last year.

As internet connected devices profilerate too, it presents more and more opportunities for advertisers. 

I think this is the biggest breakthrough on TV Advertising that I've seen in 25 years. The only people who'll underestimate it are traditional broadcasters protecting their patch. Because now they're going to have to change their model entirely.

Brands will devour it. 
Agencies will love it.
Consumers will get it into.

September 2012. You heard it here first.