You can adjust all of your cookie settings by navigating the tabs in this window.
Increasingly, advertisers are keeping second-screen viewing top of mind when planning their TV strategies. A recent study by Time Warner Medialab revealed that branded apps drive the highest engagement among viewers. As part of the study, Turner and OMD examined three different kinds of apps (branded, incentivized, generic) to discover how people use them and how advertisers can leverage them. Here are some of the findings:
It’s no secret that we live in a multiscreen world and people are increasingly using their smartphone and tablets at the same time they are watching TV. The high engagement rates of branded apps gives TV studios and advertisers a real incentive to get involved in this space and encourage its growth. In the future, second screening may boost the number of viewers who tune in for original broadcasts.
Performance Advertising News Roundup: Mobile In-Game Advertising Takes Off, Facebook CMO Weighs In on Rebrand, Diversity
Performance Advertising News Roundup: Late Thanksgiving’s Impact on Retailers, Five Marketing Misfires