I don’t watch anything on television. I watch shows, but not right when they air. I am not organized enough for that. I don’t want to chat with my friends or strangers while I’m watching a show, guessing what might happen next, or discussing the impact of what just happened.

I guess that makes me not-the-target-audience for second screen apps, but just because I’m not talking, doesn’t mean I’m not engaged. I’m rarely more than a foot away from at least two additional pieces of technology while I’m watching something. Doesn’t that seem like an opportunity?

Things I know about me: I am easily influenced to buy, I’ve got a reasonable disposable income and I want to turn my brain off for 20 to 40 minutes of uninterrupted entertainment, this is not the time to make me work for something.

I can’t make it through any show without hopping on my phone. I’m looking up locations and trying to figure out what clothes the characters are wearing. Every time I do this, I think to myself, “Why are you making it so difficult for me to spend money?”

Am I the only person that thinks this? Based on Banana Republic’s “Anna Karenina Collection” I know that I am not. So why are networks and advertisers so keen to get me to use my second screen only to drive me back to the first screen (tweet using #showhashtag so your friends know they should be watching this too)?

Why don’t more companies and advertisers use the second screen to get consumers to take out their credit cards and buy stuff right there? No matter what I’m watching, I should always be able to find out what the characters are wearing and buy it, or something similar to it. Same goes for what they are eating, drinking, interacting with and where they are.


Is there a reason this isn’t done? Is it done already and I just don’t know how to figure it out?


*note: fairly lame picture to use as I know this is Tom Ford, but as soon as I saw it, I knew there would be a conversation around Bond’s ensemble.