According to experts, some marketers are just now nailing the basics of marrying television and mobile. In order to stay ahead of the curve though, broadcasters and advertisers will need to think outside the box in 2013 with initiatives that let consumers shop from their handsets.

“While these capabilities have been around for a few years, it’s really still the early days of television commerce,” said Sloane Kelley, interactive strategy director at BFG, Hilton Head, SC.

“There’s a bit of a Wild West scenario unfolding where technologies and payment systems are competing and aligning with different TV network,” she said. “For many marketers, the waters are still a little murky.”

Shop on mobile
Consumers undoubtedly multitask while watching TV nowadays.

In fact, a study earlier this year from GfK MRI iPanel found that 63 percent of tablet owners use their device while they watch TV.

Twenty-eight percent of dual-screen TV viewers in the study said that they used their tablet to look up additional information about a product advertised. Twelve percent of consumers bought an advertised product while watching TV (see story).

To capitalize on this opportunity, some networks such as NBCUniversal and Fox have recently tested mobile commerce to let consumers shop from their mobile devices while watching TV.

Fox recently teamed up with American Express on an initiative to let consumers shop related products from the network’s “New Girl” show (see story).

According to Ms. Sloane, TV is no longer a one-way push with content. As consumers interact and share content while watching TV, marketers need to think of ways to connect with consumers in real-time. Read more http://www.mobilecommercedaily.com/why-aren%E2%80%99t-more-marketers-tying-mobile-commerce-into-tv-campaigns.