Monetizing second screen with holistic viewer insight

This article identifies the impact of second screening on US TV programming and advertising and how advertisers can best benefit from this trend.

Monetizing second screen with holistic viewer insight

Bill Harvey and David Poltrack TiVo Research and CBS

Abstract

Second screen usage is concurrent with 32% of TV program viewing, and with 40% of TV commercial viewing. The Socialtasking portion (all electronic socializing modes) lifts commercial recall. The variation in Socialtasking density within specific programs ought to be taken into account in media selection in order to increase ROI experimentally and then programmatically when verified. Program creatives ought to be invited to add layers to their programming via second screen. Advertisers on the main screen should also be on the second...

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