From a trebling of web traffic within sixty seconds of Channel 4 mentioning the Celebrity Big Brother URL on-air, to 59 million hits in a day to a restaurant web site advertised during the US Super Bowl, advertisers, broadcasters and technologists are falling over themselves to exploit a massive — and growing — opportunity.
In my latest piece for GigaOM Pro, published today, I take a look at some of the ways in which the elastic nature of Cloud Computing is being exploited in order to support the increasingly rich interplay between on-screen and online content.
As more of us watch television whilst also able to get online with a laptop, tablet or smartphone, the opportunities for further interaction – and the prospect of extreme spikes in traffic within seconds of an on-screen prompt – grow by the day. There are some interesting examples of early success here, but it remains an opportunity that is still a very long way from being fully understood or exploited.
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