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For B2C Marketing Professionals

Harness The Power Of The Second Screen

When And How It Makes Sense For Marketers To Integrate Second-Screen Experiences Into Their Plans

July 8, 2014

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Why Read This Report

Consumers today are rarely without a mobile, tablet, or laptop device close to hand, even when engaged in other activities such as watching TV. Being active on these second screens is now a normal behavior for millions of consumers. To date, broadcasters' and brands' attempts to engage, inform, and entertain consumers on the second screen to support programming and advertising engagement have fallen flat. Marketers who want to incorporate second screens into their campaigns need clear rules of engagement to design interactions that positively engage with consumers while achieving their marketing objectives. Read this report to learn about the different ways to engage with consumers on second screens and find which approach maps best to your specific marketing objectives.

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Table of Contents

  • Second Screens Are Most Often A Distraction
  • Three Steps To Build Real Engagement For The Second Screen
  • RECOMMENDATIONS

  • Drive Interactions Through Utility, Not Interruption
  • WHAT IT MEANS

  • The Lines Between First- And Second-Screen Advertising Will Fade
  • Supplemental Material
  • Related Research Documents