The document outlines 27 big ideas for the future of 30 second spots, including turning mobile devices into remotes for TV, incentivizing viewer engagement through apps and social media, and allowing viewers more control over what commercials they see and their interactive experience with ads. Many of the ideas focus on ways to better integrate TV, digital media, social media and mobile devices to measure and increase viewer engagement and buzz around shows and commercials.

1. 25
BIG
IDEAS
ON THE FUTURE
:30 SPOT
OF THE

2. FROM ADAM ALBRECHT
CHIEF CREATIVE OFFICER, ENGAUGE
NICOLA SMITH
VICE PRESIDENT, INNOVATION, ENGAUGE

3. #1
TURN THE MOBILE DEVICE INTO A REMOTE

5. #2
THE SPOT IS JUST AN INVITATION TO
THE PARTY

6. In a 48 hour time
period:
- Gave away
9,500,000
steaks in 12
hours
- 150K new
Facebook fans
- 55K mobile
opt-ins
- 850K new
database
addresses

7. #3
INCENTIVIZE ENGAGEMENT

9. #4
TAKE ADVANTAGE OF MULTI-DEVICE
MULTITASKING

10. 82% of
people use
their tablets
primarily at
home

11. 62% use
tablets more
frequently
at night

12. And 69% of
people use
tablets more
frequently
during the
week

13. #5
TIE INTO PROGRAM APPS

15. 29% of people talk
on cell phones or
mobile devices
while watching TV

16. 72% of all mobile
phone users send
texts regularly

17. 26% of people
are sending text
messages while
watching TV

18. #6
CHECK INTO COMMERCIALS

20. Get Glue had over 11.7 Million Check-
ins in August
800% growth in check-ins overall this year so far
True Blood’s Season 4 Premier garnered over
40K check-in’s
Shark Week saw over 150K
check-ins for the week

21. InTo Now App

22. #7
DEVELOP YOUR OWN VIEWING APPS

24. #8
TAKE ADVANTAGE OF QR CODES

26. #9
LOCAL TARGETING

28. #10
LET THE VIEWER CONTROL THE CAMERA

29. http://vimeo.com/10393595

30. #11
USE ONE BRAND, ONE BUY, TO AIR
MULTIPLE SPOTS

32. #12
LET VIEWERS CHOOSE WHAT
SPOTS THEY SEE

33. Users are 2x
more likely to
click an ad when
given a choice as
opposed to when
one is selected
for them

34. #13
CREATE USER GENERATED SPOTS

36. #14
ALLOW VIEWERS TO CHOOSE THEIR OWN
ADVENTURE

37. http://www.youtube.com/watch?v=qe9CiKnrS1w

38. #15
SYNCHRONIZE T.V. AND SEARCH

39. TV is the #1 influencer of online search behavior!
75% of Americans have surfed the web while watching television and 1/2 of those do
so every day !
Most visit search engines and social networks
when they multitask while watching T.V.!
37% of internet users go online to find out more about a
product, service or slogan advertised on TV!

40. #16
CREATE A BUY NOW FEATURE

42. #17
CREATE MARKETING PARTNERSHIPS

44. #18
ENCOURAGE COMMUNAL VIEWING

46. #19
SOCIALIZE ON YOUR T.V.

48. #20
MEASURE REAL TIME BUZZ

50. #21
FACTOR BUZZ INTO YOUR BUY

52. Four weeks prior to a show premier a 16% increase
in buzz volume yields a 1% increase in ratings.
An 850 message increase in buzz has 40% more
influence on determining final ratings than a $1M
increase in ad spend.

53. #22
MAXIMIZE SPOTS USING BRAINWAVES &
EYEBALLS TRACKING

55. #23
CAMOUFLAGE YOUR SPOT INTO THE SHOW

57. #24
CREATE BONUS MATERIAL

59. #25
HELP VIEWERS DISCOVER
COMMERCIALS THEY WILL LOVE

61. #26
TURN YOUR 30 SECOND SPOT INTO A
TOTAL INTERACTIVE EXPERIENCE

62. #27
MAKE YOUR WISH A REALITY