Will viewers be willing to use their TVs the same way they use their phones?

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Good morning, Marketers, have you been following CES?

The MarTech beat is a little more backend, but I’m also obsessed with customer behavior and media consumption. Successful marketers are as well. It’s all included in our MarTech mission to report on and clarify the intersection of marketing and technology.

So, I’m wondering about the news Samsung released on its new Smart TVs, specifically about the new Smart Hub on the screens (scroll down) that includes an “NFT Platform.”

Do viewers want to check their digital artwork during a timeout when they’re watching a bowl game? Can’t they just do that on their phones? The other parts of the Smart Hub for gaming and video chatting while watching shows make more sense, and are centered around traditional uses for the big screen. 

But I wonder how much mobile behavior will translate to TVs. As marketers, why not just direct the viewer cross-channel to their phone with an almighty QR code?

Chris Wood,

Editor

Quote of the day: “We moved from campaign creation to journey enablement, and what that means is something long-term and sustainable. Campaigns are like the fountains at the Bellagio: A lot of effort to go up, you’re up for five seconds, then you go down.” Teresa Barreira, SVP, Global Chief Marketing and Communications Office, Publicis Sapient

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.