What Does 'Multi-Screening' Mean for Advertising?

Multi screening and ‘social TV viewing’ paving the way for new commercial models for media owners is the main point explored in a live discussion held by Media Network.

It is now an accepted fact that ‘second screening’ during TV viewing is widespread. Viewers like to comment on programming and participate in discussions via their mobiles and other connected devices - but how this is affecting the commercial world?

These changes in viewing behaviour are opening the doors for further innovation, Futurescape.TV’s Colin Donald explains. He summarises two approaches taken by TV in the social TV realm; the first is to combine social media discussions about the programme online and in turn generate revenue through online traffic and the second approach taken is for broadcasters to develop their own social TV apps.

Richard Kastelein from Appmarket.tv explores broader opportunities for broadcasters by engaging with viewers on the second screen in unique ways such as storytelling via various mediums and gamification as well as offering ‘buy what you see’ commerce opportunities.

Thinbox’s very own Simon Tunstill applauds the industry’s innovation within the social media world, using ITV’s Adsync as an example.

He later goes on to summarise that "multi-screening is good news for advertisers. Multi-screeners actually watch more live TV, are more likely to stay in the room during the ad break (because they already have something to do if they want), and have no less ad recognition than people who are not multi-screening".

Read the rest of this interesting discussion on The Guardian online.