I just read about the 'RendezVousTV' concept that is being developed by Orange Vallée, the Innovation Lab of Orange. In essence, 'RendevVousTV' is a bit the same as 'Tweede Scherm' in Belgium. It is an app for Smartphones and Tablets that gives the TV viewer the following extras compared to 'normal TV':

• an interactive TV guide with some extra background info
• the possibility to interact on social media (Facebook & Twitter) about the TV show (it can even be shown on the TV screen)
• access to extra off-screen info (example: the recipe of the food that is cooked in the TV show)
• watching live TV
• participating in games or quizzes about the TV show

But another interesting feature for us marketers is: It brings also an advertising component in the app that is synchronized with the ad on the TV screen. Now that's what made me thinking...

Imagine the following situation that applies to 'normal TV advertising': On the TV screen you have a TV commercial about the newest shampoo. As a marketer of that shampoo, you hope that as many people as possible have seen the ad, will remember your product when in the shop and then do a first purchase of your product. 

With this kind of app, it can dramatically change towards one-on-one and experience marketing: On the TV screen you have a TV commercial about the newest shampoo. On the app, you have at the same time also a commercial message about the same shampoo, but there it will be one with a call to action, for instance "click here for your free sample". The customer can click it and request a the sample to be sent to his home. (we could even dream further and add a 'tell a friend' option on social media)

No this new approach makes a big difference for you as a marketer: in stead of having statistics about 'views', you will get the request of the customer to contact him/her with the contact details of this customer interested in your product. Sounds like an Opt-In, doesn't it? And with this info, you can start to interact with the customer: after sending the sample, you can request him for feedback on the product, send her coupons, etc.

So it seems that the number 1 advertising channel, TV (with still over 40% of spent), will undergo some major changes in the near future. And you have as a marketer the chance now to be on the forefront of this. Do you want to brainstorm about new types of marketing tactics with one of our consultants, just fill in the contact form.