Keeping up with the consumers: Advertising across screens
Today’s media consumers are anything but monogamous—that is, when it comes to their screens. Consumers hop from one device to another throughout the day and, quite often, are on multiple devices at once. This trend, called “second screening” is growing in leaps and bounds. In fact, Nielsen reports that 80% of people who own tablets and smartphones use these devices while watching TV. In the modern media landscape, where viewers’ focus is constantly split or shifting, advertisers can have a hard time keeping up.