Gartner Research

The Marriage of Second Screen and Commerce Comes Into Focus

Published: 23 May 2013

ID: G00250207

Analyst(s): Allen Weiner

Summary

Social TV, the practices of adding content and context to television programming, has evolved from a "Wild West" of varied applications to a purposeful use of the second screen as a viable channel for commerce.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • Consumers increasingly are multitasking on their second screens as they watch TV, enabling marketers to leverage new consumer behaviors to promote commerce on the second screen and TV
  • Automatic content recognition has improved in accuracy and capabilities, so marketers are able to use this technology that recognizes dynamic content, such as advertisements, on the fly
  • Through trial and error, markets such as publishing have developed best practices for monetizing content recognition through commerce, which serve as examples for marketers to adopt on behalf of their brands in second-screen campaigns

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