- 22 May 2018, 08:00 in Adtech

“Second Screening” While Watching TV Makes an Ad More Effective

Viewers are much more likely to follow up on a TV advert when simultaneously using their phone or tablet – dispelling one of advertising’s biggest myths that using another device would detract attention away from an advert, according to MediaCom and ViewersLogic.

“Second screening” – the act of watching TV while using a mobile or other connected device – actually improves the viewer’s chances of following up on an advert by...

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