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on the TV front – we work with connected TV ecosystem companies like Shazam, Cisco, and others that are building Automatic Content Recognition (ACR) into HD and 4K displays. In the increasing model of TV/mobile co-viewing/browsing, a sponsor could deliver a message that is first seen on the TV but is also sync’d to become a Call-To-Action (CTA) on the mobile device of the viewer.  And as the ad will know the location of the user, they could tailor the message to direct the customer to the nearest retail location of the brand advertiser.”

In 2011 we worked with Fox TV and our member company Loopt on the show 'Bob’s Burgers.' They approached us with an LBM idea –they wanted to build a fanbase as the show was just starting.  So, we partnered with the California-based chain Fatburger in 64 locations to rebrand them as Bob’s Burgers.  On one of the episodes, one of the animated characters checked-in on their mobile device.  We’re also worked with Bravo on shows like Real Housewives and Top Chef – to drive viewers to real-world retail locations that the characters on the show frequent.”

Let’s take a big retailer like The GAP – they spend $$$ on great TV ads with great music.   Instead of The GAP saying 'Check in on Foursquare today at the GAP and save 20% on a pair of jeans'  – essentially giving their margin away, wouldn’t it be better if I could say 'Hey, you know that great commercial you saw that got you into the store? Let me give you a free copy of that song as a download right now.'  So we’re seeing a shift from just discounts and coupons and moving toward an exchange of valuable content.  The producers and broadcasters of that content have a huge opportunity to participate in that.”

Regarding the potential for backlash against location-based marketing, Khan is optimistic:  “The way we look at it is, if you can demonstrate real value and relevance to an individual user, they will be willing to share their location data. It’s almost a mathematical equation.  You have to articulate opportunities around the value exchange.   Four years ago, the stats for Foursquare showed that more than 82% of the location data (check-ins) were driven by men.

“From Millward Brown’s 2014 AdReaction report, we see that, on average, multiscreen users in the US ages 16 to 45 spend 68 minutes using a smartphone while watching TV, and 24 minutes using a tablet while watching TV,” she said. “These numbers suggest the ability of a novel app, with a good user experience, to command a lot of time and attention from multiscreen audiences.

“Furthermore, the interactivity that could be offered by second screen apps is also something that resonates with audiences. The key is that second screen apps have to make the second screen experience easy and related and plug in to the content on the first screen rather than just the advertising.”

Overall, second screen experiences appear to be moving away from check-ins in a reflection of how viewers are increasingly watching multiple episodes of a show in one sitting. In fact, the least favorite activities for second-screen viewers are using an app to identify music on a TV show being watched (15 percent) and checking in to a TV program via an app (12 percent).

In comparison, 32 percent browse the Web for information about what they are watching on TV, 25 percent research products seen on TV, 21 percent chat with friends about a show, 20 percent post status updates, 18 percent visit a show's Web site.

Apple TV could take away that pain point for advertisers in-between showing an ad and the user actually buying an item: They could make purchases directly from their TV. That's a very appealing call to action for an advertiser.

While The Wall Street Journal reports that Apple has signed up heavy-hitters like CBS, ABC, and Fox, it appears NBC is not involved with the negotiations due to a long running feud with NBC parent company Comcast. 

it might well be that the broadcasters still dictate the advertising that will run against their content on Apple TV. Apple might instead have to rely on more "native" forms of advertising rather than pre-rolls and mid-rolls — Like banners, text overlays, or ads that appear on the home screen for instance.

Apple may have another bargaining chip: According to the New York Post, the company is making offers to share detailed customer data with content partners, who could then use this information to target shows to users and advertisers.

I still firmly believe that program guide functionality is what’s going to get the mass of viewers over to the second screen: it’s just easier to control your TV from a touch screen device that already has a built-in keyboard