This week Xbox published a walkthrough video on YouTube of a new application called SmartGlass. This technology will forever change how humans interact with brands while consuming media.
The technology was first showcased during the annual E3 tech geek conference earlier this year. The most recent video shows exactly how the technology works and more importantly gives users (and marketers) a glimpse of ways they may use it.
The app can be downloaded on any tablet or smart phone and allows users to interact with their Xbox.
In one example a video that is being watched on a tablet is transferred directly to the Xbox allowing users to consume media seamlessly from tablet to television.
But that isn’t the remarkable part. 
Once the television is displaying the media content, the tablet becomes a supplement to that content. Instead of just displaying user controls such as scene selection or fast-forward, the tablet displays additional information relevant to the media being consumed (Watch the video below for more examples).
The internet has already declared a revolution in TV viewing since the dawn of the “second screen” phenomenon. As sales of smart devices (phones and tablets) grow every year it would seem their assertion is true, yet I’ve found most second screen experiences cumbersome, often requiring third party apps unique to each programming channel. The difference with SmartGlass is the integrated simplicity of it all.
For automotive, the road is endless (pun intended).
This could be a great chance for the automotive industry to push content to viewers during relevant media opportunities (product placement or competitor message) without being interruptive.
Example:
You are watching an episode of NBC’s Hawaii 5-0 via Xbox/FIOS and have SmartGlass installed and active on your tablet. During a scene Danny and the Commander find themselves in a high speed chase in a new Chevrolet Camaro SS.
The following is an image of what supplementary content might look like from Chevrolet on SmartGlass.
It is…
Relevant – The viewer is experiencing in full HD the auditory and visual excitement that is the Chevrolet Camaro.
Passive – The viewer doesn’t need to read a group of text or enter any information. They only need to simply click on the image and a tablet optimized PDF version of the content is downloaded for viewing at a time of their choosing.
Interactive – While the ad itself is passive, it does require a download. This would make it easier to collect data on engagement.
Conclusion
As media consumption evolves, so too must advertising. This doesn’t mean marketers should chase eyeballs to different devices by merely resizing ads. They need to research how to leverage specific features unique to each device and the environment in which it is primarily used. This requires more effort, but could pay off for those willing to make the investment.
A well-conceived second-screen experience will ensure that users get a more natural and unobtrusive experience and that marketers get the greatest return on investment.
