Real time interaction: The second screen
Tim ElkingtonIAB UK
Advertisers are increasingly using second screening and social media to encourage engagement with ad content, with a great recent example being Mercedes' TV campaign for the new A-Class, where Twitter users were able to determine the outcome of the ad's storyline. So if smartphones and tablets can be used to determine the outcome of TV advertising, then why not content?
Of course the Mercedes example didn't happen in real time, but was based on Twitter activity over a couple of days, allowing the advertiser plenty of time to select the...