From Second Screens to Screen Stacking.

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Watching TV while simultaneously interacting with a smartphone, laptop or tablet is on the verge of becoming a majority behavior worldwide, allowing users to engage with brands in real time while watching a program. Research conducted by both Nielsen and research consultancy TNS suggest that between 56-80% of Americans engage in another digital activity during their TV sessions, a behavior termed “screen-stacking.” Roughly one-sixth of viewers engage in “real-time” socializing about what they are watching, according to eMarketer

The challenge for advertisers and major networks is how to tap into these ‘second screens’ (which as you can see above represent a rapidly flourishing marketing trend), via social media platforms such as Twitter and Facebook, and through synchronized digital content produced specifically for second screen viewing. In two examples, the “second-screen content for “Graceland,” revolved around law-enforcement agents sharing a house and included a virtual rendering of the house that users could interact with. Doors unlock as the show progresses, revealing information about characters. MTV used its second-screen app to introduce viewers to new characters on “Teen Wolf,” showing short interviews with actors during telecasts”. —Wall St Journal

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