Internet Advertising Agency: Online and TV converge

Internet advertising is taking on a new platform in the form of TV. All the major TV brands LG, Panasonic, Samsung, Sharp and Sony are bringing out web-enabled TV which allows users to use widgets to access internet services and applications.

TV widgets will enable viewers to stream Blockbuster movies, access Ebay auctions and recommend TV shows to friends on Facebook. The new Internet TV widgets are playing on a trend which reveals increasing numbers of consumers watching TV whilst browsing the web on their laptop. I am not sure whether watching TV and browsing the Internet on one screen will be an attractive offering; but I suppose it depends on how involving the TV program is.

The TV widget is built on a model similar to the iPhone app, where an open source development kit is available to companies wishing to build widgets. Amazon, CBS, Ebay and Blockbuster are all currently developing widgets.

The introduction of TV widgets means advertisers can access TV audiences without talking to TV broadcasters. The TV widget will offer ad revenues by placing ads within widgets, transactional revenue and paid for content purchased through the widget.

TV Widgets will enable advertisers to run TV advertising using targeted information collected by widgets. It is expected that eventually TV widgets will offer viewers the opportunity to buy products that are used in TV shows being product placement a whole new meaning.

Eventually TV widgets could replace the red button. But the popularity of the widget will be whether consumers find them to be intrusive or adding value. Will the TV widget be viewed like an annoying pop-up?

Only the future will tell how the TV widget will evolve. One thing I am sure of is people will increasingly access the Internet via their TV which will have an impact on Internet advertising agencies who will need to consider the TV audience during campaign planning.