Interactive Advertising: Utilizing the Second Screen to Increase Advertisement Views and Engagement

Consumer attitudes towards and expectations of advertising are changing and viewers are demanding a more intuitive and tailored experience. In an era where consumers are in control of what, when, where and how they view TV/video content, it is not just about encouraging a consumer to watch/view an advertisement, but also the ability to impact how long they are engaged with it. TV advertisers should engage the consumer on the second screen - ensuring they do not skip/fast-forward, change the channel during commercials or lose focus to their personal device. Utilizing more interactive advertising via the personal device will be imperative in order to provide effective advertising – increasing brand recall, message recall, likeability and purchase intent. Advertisers have the opportunity to use gamification methods to encourage interaction and increase the amount of advertisement views. These opportunities should be effortless to partake in; providing a fun and entertaining activity targeted toward the specific consumer, where rewards and benefits are tangible and conceivable.

1 Executive Summary
2 Introduction
3 General Attitudes toward Advertisements
4 Consumer Viewing Behavior of Advertisements
5 Advertisements' Influence to Purchase
6 Expectations of Advertising are Changing for Millennials
7 Interactive Advertising
7.1 Second Screen Links
7.1.1 Likes
7.1.2 Dislikes
7.1.3 Changes to Increase Effectiveness
7.2 # Hashtag Themes
7.2.1 Likes
7.2.2 Dislikes
7.2.3 Changes to Increase Effectiveness
7.3 Check-in
7.3.1 Likes
7.3.2 Dislikes
7.3.3 Changes to Increase Effectiveness
8 Conclusion
9 Analyst Contacts
10 Appendix: Focus Group/In-Home Interview Participant Profiles
11 Appendix: Web Survey Respondent Profiles