Due to the growing popularity of tablets, smartphones, laptops and other devices, TV audiences are becoming increasingly busy interacting with other screens while watching their shows.
According to a Harris Interactive survey, more than half of Americans surf the Internet while watching TV, forty percent visit social networking sites and 37 percent are busy texting.
Marketers can take the distraction and convert it to an opportunity by embracing “distraction media” as a tool for supplemental or enhanced consumer engagement.
Examples of current transmedia successes include the TV series “Eat St.” that has its own iPhone app featuring location-based vendors on the show — and Old Navy, that has commercial spots allowing smartphone users to buy the clothes being featured or download the song being played.