adweek reporting:
These days, advertisers have to plan their TV strategies with
second-screen viewing in mind. But not all co-viewing behavior is the
same. A series of studies by Time Warner Medialab
showed that branded apps (which are designed by the networks) are ideal
for generating strong engagement with the associated TV content, while
users of interactive apps are more likely to be focused on the app
itself (no doubt trying to rack up points and rewards).
http://www.adweek.com/news/advertising-branding/type-second-screen-apps-keep-users-engaged-most-152538?utm_source=Sailthru&utm_medium=email&utm_term=AWK_TodayTV&utm_campaign=Adweek%20Newsletter%20Template%20-%20TV%20Today%20-%20July%2012
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