This is what election night is like in America these days:

I had gathered with about dozen other people, ostensibly to watch the results on TV. But the TV received, at best, divided attention.

To my left, my wife Carol had fired up her laptop and was foraging for results on websites that might have vote totals more current than what was on the big screen. To her left, another woman was zeroed in on her smart phone and to my right, two more guests were doing the same. So was I, for that matter. I kept one eye on the TV so I didn’t miss any states changing color, but my good eye was focused on my smart phone, where I was following the running commentary of Facebook friends.

Of the people in the room, at least half were furiously working another screen.

And then, when NBC called the election for Barack Obama, our hostess jumped up and, with her smart phone, snapped a picture of the announcement on the TV screen, closing, for one fleeting moment, the screenfest loop.

Thinking small

Earlier that same day, appropriately, the Norwegian company never.no launched an interactive content tool called Sync. It’s designed to give advertisers the opportunity to jump on to the second screen so a commercial gets the attention for which the sponsor has paid. But we’re not talking about just showing the same ad at the same time on a smaller screen. That would be both lame and annoying.

No, Sync is meant to actually put an ad in play on the screen where the action is. You’d be encouraged to interact with it–answering poll questions, getting more info about a product, maybe even sharing a clip about it on Facebook and Twitter. And as this approach gets more sophisticated, the thinking goes, it will become possible to flip things around so that the audience can influence an ad in real time, perhaps by selecting an ending from several different choices.

For advertisers this would be a beautiful thing–genuine viewer engagement in an experience that makes an ad personal and extends its life beyond its 30 seconds on screen. All while tracking the behavior of all those people interacting with it.

Screen on me

Other companies have also been trying to master the two-screen shuffle, including Shazam, the outfit best known for creating the mobile app that can tell you the name of a song once it hears the music. Starting with the Super Bowl last February, when it worked with more than half of the event’s advertisers to steer owners of its app to bonus content, Shazam has been refining the process of using mobile phones to connect viewers in more personal ways to TV programs and advertisers.

It still follows its original concept of recognizing sounds or music to identify a show or sponsor, but now it takes the next step of actually providing opportunities to bond with a product.

The latest example rolled out in Ireland a few days ago, an ad for Volvo. Anyone with the Shazam app on their phone–and there reportedly are now more than 250 million people around the world who have it–can “tag” the Volvo ad when it comes on TV and that, among other extras, allows them to then sign up for a free test drive and get a chance to win an iPad mini.

Take this personally

Okay, but how many of us really want to engage with a commercial? Don’t we do just about anything to avoid watching them? People in the multi-screen business acknowledge this. They know people tend to resent the intrusion of ads into the personal space of their phones and that many would much rather play Words With Friends during commercials than get all chummy with a bathroom cleaner.

And yet while recent research found that at least three out of four TV viewers say they use some other device while watching, a nice chunk of them–more than a third–say they’ve used their cell phone or digital tablet to browse for products spotted in a show or ad.

So the inclination is there. The key for advertisers is learning to create true value for viewers in the experience they provide on the small screens, a real reason to interact, not just some shrunken message of what they put on the TV screen.

Which brings me back to the election. There’s already talk that four years from now, political advertising will need to move into the multi-screen world of the 21st century. It will need to evolve beyond the thinking that volume is everything, that the days are over when the winner invariably was the side that could hammer home its message most often.

A case in point: An analysis of Super PAC spending published this week by the Sunlight Foundation found that American Crossroads, which spent more than $100 million on campaign advertising this year, had a success rate of just 1.29 percent.

Screen gems

Here are more recent developments in efforts to reach people on multiple screens:

Life imitates TV: NBC will begin using a social TV app called Zeebox, which not only allows viewers to converse in real time with friends watching the same show, but also now will provide them with info on how they can purchase items in shows, particularly clothing and kitchen products.

NBC will begin using a social TV app called Zeebox, which not only allows viewers to converse in real time with friends watching the same show, but also now will provide them with info on how they can purchase items in shows, particularly clothing and kitchen products. When you wish you were a star: A live ad for the recent launch in Great Britain of the popular Xbox video game Halo 4 featured a “roll call of honor,” a display of the names and pictures of randomly selected gaming fans who opted in via Facebook. The ad also showed, in real time, the number of people playing Halo 4 on Xbox Live.

A live ad for the recent launch in Great Britain of the popular Xbox video game Halo 4 featured a “roll call of honor,” a display of the names and pictures of randomly selected gaming fans who opted in via Facebook. The ad also showed, in real time, the number of people playing Halo 4 on Xbox Live. You make the call…in 140 characters or less: Also in the U.K., a recent campaign for Mercedes-Benz allowed viewers to vote on Twitter to determine how an ad featuring a chase scene should end.

Also in the U.K., a recent campaign for Mercedes-Benz allowed viewers to vote on Twitter to determine how an ad featuring a chase scene should end. Will only redheads see ads for ginger snaps?: Earlier this fall Allstate worked with DirecTV and the Dish Network to target the audience so that only renters saw an ad for renter’s insurance.

Video bonus: Here’s a taste of the Mercedes-Benz ad that viewers controlled through Twitter.

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