How Marketers Can Effectively Engage Consumers in a Socially-Engaged, Second Screen World
By Howard Shimmel and Dr. Carl Marci
Time Warner’s Media Lab is a research facility with state-of-the-art capabilities to help create and observe multi-media experiences and draw insights about consumer behavior. Utilizing the space in 2012, Turner Broadcasting, in partnership with Innerscope Research, used biometrics, behavioral coding and eye tracking to identify how people interacted with second screens while watching TV. The study yielded The Five Principles of TV, Social Media and Second Screen Engagement. The research explored how the use of smart phones, tablets and social media consumption impact TV viewing, finding that social viewing had higher engagement than solo viewing. A noteworthy finding was that audio cues from TV advertising are an effective mechanism for re-engaging viewers — or creating “snapbackâ€? — of viewers’ attention back to the TV screen, away from their second screen.
In 2014, Turner Broadcasting wanted to expand on that research and dig deeper into this space as simultaneous platform consumption while watching TV continues to grow. In continuing Turner Broadcasting’s thought leadership and advance understanding of “snapback,� the goal was to identify best practices for the creation of television ads that will be viewed in a two-screen environment, by finding effective ways to drive consumer attention from their second screen back to television. Once again the study utilized Innerscope’s biometrics and behavioral coding, along with custom survey research from Ameritest.
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