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YouTube Launches New Process to Connect Your Mobile Device with Your TV Viewing Experience

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YouTube Launches New Process to Connect Your Mobile Device with Your TV Viewing Experience

For years, social platforms have been trying to work out how to maximize ‘second screening, or the use of mobile devices while watching content on your main TV screen at home.

Twitter tried to integrate tweets into the display, in order to capitalize on its leadership as a key destination for live event discussion, while Facebook has also sought to build new options that integrate live events and in-app usage.

Maybe, now, YouTube has actually worked out the best way to do it.

As you can see in the above example, YouTube’s rolling out a new feature that will enable users to connect their TV viewing experience to their mobile device, so that you can watch content on the big screen, while exploring video comments, recommendations and more from your mobile app.

As explained by YouTube:

“Now your phone will be synchronized to the TV, so you can directly interact with the video you are watching from the convenience of your phone. That means it’s easier than ever to read video descriptions, leave comments, share the video with a friend, or support your favorite creators by sending a Super Chat or becoming a member, all while you watch on the big screen.”

It’s an interesting, though again, not entirely new concept. You’ve been able to conduct similar on your mobile device for some time, though most people are generally looking to scan through other apps and platforms while viewing content on TV, as opposed to using their phone as an extension of their main screen experience.

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But still, with over 135 million people now consuming YouTube content on their home TV screens, that does open up new opportunity, and it may well be that by essentially converting your phone into a YouTube specific remote control, and facilitating advanced engagement, that could drive more interaction with YouTube content.

And you can test it out yourself, right now:

“To try this, your phone and TV must be signed in to the same YouTube account. Open the YouTube app on TV, then open the YouTube app on your phone, and click “Connect” on the prompt that automatically pops up.”

Again, it may not be the ultimate solution that finally bridges the traditional and new forms of media consumption, and maximizes in-app engagement. But it’s an interesting shift, aligned with new viewing behaviors.

And that’s not all:

We’re already starting to test new designs for our video watch page to help fold in more uniquely YouTube features – such as browsing and shopping for products featured in videos – directly to the big screen to help you decide when to pick up your phone and engage.”

YouTube Second Screen

Streamlined eCommerce based on your TV viewing behavior could drive more purchase activity, and change the way that people use the YouTube app.

It still feels like most people won’t adopt this process, as again, they’re generally browsing in other apps to find out, say, what other things an actor has been in, what people are saying about it on Twitter, and what else is happening in other apps.

But it’s an interesting experiment either way, and if YouTube can improve its product display listings and ads, and make users want to engage more via the app, that could lead to new engagement behaviors.

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It’s a worthy experiment either way, leaning into the increasing use of YouTube on home TV sets.

You can read more about YouTube’s new TV integration process here.

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LinkedIn Shares Marketing Industry Insights and Tips in Latest ‘Big Thinking’ Digital Magazine

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LinkedIn Shares Marketing Industry Insights and Tips in Latest 'Big Thinking' Digital Magazine

Looking for a marketing-related read for the long weekend?

LinkedIn has published the second edition of its ‘Big Thinking’ digital magazine, which includes a range of interviews, insights, tips and notes on various marketing-related subjects and trends.

The 36-page magazine includes expert notes on sustainable marketing practices, evolving messaging processes, and creative tips – from Disney no less.

There’s also a section which looks at how marketers can mitigate the loss of cookie tracking data, and how to build an employer brand (and why you should).

LinkedIn Big Thinking magazine

LinkedIn has also included expert interviews on customer experience, digital transformation and creative B2B strategies, among other elements.

There are some good notes, which could help you formulate a more effective marketing approach for your brand, in line with the latest trends, while it’s also handy to stay up to date with the latest trend insights and tips to keep your market knowledge fresh.

And it’s free. If nothing else, it’s a quick overview of some of the key trends that are playing on the minds of the top industry professionals, which will likely trigger at least inspiration in your own efforts.

You can download LinkedIn’s latest ‘Big Thinking’ digital magazine here.

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