Summary
Consumers' increasing use of connected screens while they're watching TV draws their attention away from TV content and commercials. Smart marketers see this as an opportunity and not a threat: It's a new way to reach consumers, with media placements adjacent to TV. This report focuses on how to sync online display, social, and search advertising with TV commercials. It presents the gains marketers can achieve by calibrating second-screen online campaigns to TV ad placements, lays out the different methods for doing so, and investigates the key vendors offering solutions to sync advertising across TV and online.
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