The ‘second screen’ is quickly becoming a golden marketing opportunity, as consumers increasingly multi-task while watching TV with their smartphone or tablet. Using it to complement the TV experience is becoming increasingly common as live events or telecasts engage their audiences in ‘social TV’ and advertisers attempt to capitalise on a ‘media multiplier’ effect in real time by referring viewers from TVC to the device in their hands.
This profileration of screens is creating intriguing new possibilities for TV broadcasters and marketers alike, JWTIntelligence writes in this top 10 taken from the agency’s trend briefing. JWT’s report was compiled from research conducted throughout the first half of the year, and supplemented by interviews with experts from Shazam, TVexchanger.com, MIT and Participant Television.
