The mobile industry is working hard to create
This approach is often referred to as the "
In a $4 from $4, we examine how second screen apps, social networks, and mobile sites will ultimately succeed in drawing significant audiences, analyze how they will begin to see some advertising dollars, look at who second screen audiences are, explore the second screen opportunity from the broadcaster angle, and detail the opportunity represented by audience analytics and second screen commerce.
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Here's why the second screen industry will ultimately succeed:
- Usage is growing rapidly: $4, over 60% reported doing it on a weekly basis, and 39% did so daily. Over 80% of 18- to 24-year-olds told Pew they used their phone while watching TV, and $4.
- And mass acceptance isn't even necessary: All that matters is that a significant minority of viewers develop this habit (especially if they are highly engaged viewers). In the U.S. alone, TV ad spending was $18.4 billion in the third quarter of last year, a $74 billion annual run rate. $4
- Second screen isn't really a new activity: It's a natural update to the old ways of engaging with TV, like the old office water cooler conversations about last night's football game or popular TV drama. $4.
- Second screen apps and sites are bridges: They bring together the powerful but increasingly fragmented world of television media, and the fast-growing but still undeveloped digital realm. $4 while still remaining tied to familiar territory.
In full, the special report:>$4
- Analyzes who second screen audiences are comprised of>$4
- Examines how the second screen offers deeper and wider engagement>$4
- Explores the second screen opportunity from the broadcaster angle>$4
- Details the opportunity represented by audience analytics and second screen commerce>$4
- Looks at a case study of how Twitter powers social TV>$4
- Is full of illustrative charts and data>$4