Imec’s latest digimeter research (2016) indicated that television remains the most popular medium for video. Seventy-eight percent of Flemish people still watch television on a daily basis. Nevertheless, our viewing behavior has changed drastically in the last few years: recording has become common place. This evolution towards time-shifted viewing has also affected the advertising industry, as we frequently fast-forward commercial breaks. This, in combination with the fact that TV has also become a more passive medium, often playing in the background while we browse the internet on our laptops, tablets or smartphones, makes TV advertising a lot less effective than it used to be. Consequently, many advertisers prefer new, cheaper media like Facebook, Twitter and YouTube instead. For broadcasters – who rely on the income generated through advertising – this is bad news, but for the founders of Spott – which was originally called Appiness - it was a business opportunity. They developed a new app that takes product placement to a whole new level: with just a few clicks you can order the product you’ve seen on TV. Spott collaborated with imec to test and optimize their business idea.
Spott. Watch. Click. Discover.
We love multitasking. While watching TV, many of us are also using our smartphones. Spott jumped on this trend and launched a smartphone app that has the potential to revolutionize TV advertising. The Spott app uses the audio to automatically detect which show and which episode you’re watching. The app then shows you a screenshot with an overview of all products that are featured on your TV screen. The dress or watch worn by your favorite actress, the blender used in your favorite cooking show, the pretty coffee table in that talk show, etc. If you click on the product, you are immediately taken to an online shop. And one click later you’ve ordered the product.