"Analysts predict that 65% of TVs sold in

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2012 will be smart TVs. And the appearance of
the first Apple TV could give a new powerful impetus to this market.
It is also important that more and more content is appearing for smart TVs.
YouTube is investing $100 million in this direction.

According to Yahoo and Nielsen, 86% of internet users
use mobile internet while watching TV. This opens up
huge opportunities for interactive campaigns, and some
companies are already actively using the potentia occupant resident database l of the “second screen.”

What really happened

Sales of TVs with Smart TV function
increased significantly in 2012. According to NPD DisplaySearch, already in the first
quarter of 2012 every fifth TV sold in the world supported
Smart TV function. At the same time, in Japan the share of "smart TVs" in deliveries reached 36%,
in China - 30%, in Western Europe - 29%. Which, however, is significantly less than
the predicted 65%. But according to ivi.ru, in
2012 approximately 75% of TVs supplied to the Russian market were
equipped with Smart TV function.

According to J'son & Partners Consulting, the majority (58%)
of Russian owners of TVs with the Smart TV function purchased a "smart TV" in 2012.
And among those who plan to buy a TV in the near future, 85%
are going to give preference to models with Smart TV. The most popular Smart TV function among owners of "smart TVs" in Moscow are video applications
- they are used by 74% of respondents. The most popular application among
video hosting sites is YouTube, among online cinemas - ivi.ru, among
TV channels - "NTV-Plus" .

The integration of television and the Internet is happening quite
quickly. New Internet channels are appearing that can boast
advantages that are not available to traditional TV, such as interactivity and
integration of various social tools.

At the same time, traditional TV channels are realizing the importance of
taking into account the peculiarities of the new media environment . According to Nielsen, in June 2012,
every third Twitter user posted a note about
a TV show in their microblog . This is 27% more than in January. It was recently announced that
Nielsen and Twitter have agreed to cooperate, which will result in
a TV rating that takes into account mentions of TV shows in microblogs. According to
Nielsen representatives, the new system will allow producers to receive more accurate
data in order to create more interesting and popular programs and TV shows .

But the expected release of the long-awaited Apple TV
has not happened yet. However, in December, Western media, citing unofficial
sources, reported that the corporation was starting to test its own
TV. If this is true, the new product may go on sale as early as 2013.
But the Apple TV set-top box went on sale in Russia at the end of December. Thanks to
the recent launch of the Russian version of the iTunes digital content store,
all the main features of the Apple TV set-top box are available to Russian users.

Dmitry Pashutin, director of media analytics at ivi.ru

In Russia, video services on Smart TV are developing at a rapid pace. This can be judged by the number of applications launched, and we can confirm this by the numbers of visits to our applications on "smart" TVs, which are growing at a crazy pace. In my opinion, this trend will continue in the coming years, because Smart TV allows you to implement the function of delayed TV viewing.
Abroad, special devices (PVR) have been actively used for delayed TV viewing for several years, and cable packages with the VOD function are also very popular. In our country, for various reasons, these methods of viewing content have not gained much popularity, which increases the potential of video applications for Smart TV. Today, many types of content are available to users of smart TVs, from UGC videos and TV programs to video films.
It will take some time for the audience to adapt to the new consumption format, which allows you to not depend on linear channel programming and have an unlimited choice of content. Today, the Smart TV audience is active and advanced people who watch traditional TV less and less. This is a very interesting audience for advertising communications.
An important point is the development of parallel use of several devices. We see that foreign consumption trends, which we previously learned about from Nielsen studies, for example, are coming to our country. According to TNS, the peak of tablet consumption occurs during television prime-time . If earlier during the hours of TV dominance all devices "retreated", now we can talk at least about parallel use. In conditions when the audience has 2 screens - TV and tablet/laptop - huge opportunities for expanded interaction within several devices open up. And in this regard, the interactive capabilities of Smart TV will acquire new value both for the audience and for advertisers.

Gamification
What did we expect?

"Gamification, just like social media a few years
ago, is now considered a catalyst for the development of the Internet and mobile
technologies. Experts predict that in the coming years, game mechanics
will be used everywhere - just as today every app,
website and brand uses social media in one form or another."

What really happened

As analysts predicted at the end of last year, 2012 saw
gamification gain widespread acceptance across a wide range of industries.
notesAccording to Gartner,
game mechanics are actively used in non-game contexts to change
the behavior of the target audience, develop skills and stimulate innovation. We can expect to see even more programs, services and applications with game elements and mechanics
appearing next year .

However, everything is not as rosy as it may seem at first
glance. As Gartner experts note,
in pursuit of fashion, only formal signs of gamification are often used - game elements such as points, awards and leaderboards. At the same time, the actual
game mechanics may be absent or not correspond to the interests of the target
audience. All this may lead to the fact that by 2014, 80% of applications with
gamification elements will not correspond to existing business tasks ,
warns Gartner.