Second screening is a fact of life in our new mobile-enhanced world. Regardless of how interesting a TV show might be, viewers will always turn to their phone to check messages, share their thoughts via Twitter, or just aimlessly browse Instagram.
As with all changes in consumer behaviour, marketers are falling over themselves to find a way of injecting their brand messages into the second-screen experience.
It’s easy to see the attraction, as in theory smartphones allow brands to deliver a more in-depth and engaging experience to enhance their TV campaigns.
Our own Ben Davis has already gone on record to register his doubts over whether marketers will ever achieve any success with the second screen, however a new report from Millward Brown shows why brands won’t stop experimenting with this channel any time soon.