Marketers are starting to use the second screen (smartphones, tablets, PCs) to complement the first screen (TV). While it’s still early days—with tactics so far ranging from basic to innovative—this report highlights the potential here for brands, with examples to illustrate.
The second screen can turn TV viewing into a shared experience (“social TV”), enable fans to go deeper into the story world, allow instant follow-up on a call to action, extend a message beyond the limits of 30 seconds—and the list goes on. In so doing, marketers are turning what could be a negative—media multitasking and distraction—into a positive: an immersive brand experience.
This report is the result of research conducted by JWTIntelligence throughout the year. Specifically for this report, JWTIntelligence also received input from JWT planners across several markets and interviewed experts and influencers about the changes afoot in television.
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