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Social media offers opportunities to TV announcers given multiscreen habits
Maye Albornoz| 14 de mayo de 2015
Popularity of mobile devices and the tendency of multi screens has tremendously changed the TV viewer’s experience and the way in which content is consumed. Social Media and the opportunity they represent for brands as extension platforms to spread and complement their messages join this reality. A study carried out by the Interactive Advertising Bureau (IAB) on a sample of 651 people interviewed revealed that most of the adults in the US who watch TV use other devices at the same time that they enjoy their favorite programming (78%). smartphones are at the top of the list and nearly half of the group uses them to go further into the contents that they are watching on TV, while a third looks up information or comments on advertisers through social media.According to this, Randall Rothenberg, president of IAB, companies that include social media as part of their digital strategy must consider the tendency to use multiple screens as a critical component. “A significant portion of users of smartphones, tablets and computers, make instantaneous posts on the commercials they are watching or they read reviews, and that is fundamental for brands”, he assured.For the specialist, understanding this type of behavior will make companies that invest in TV advertising spots to also integrate their efforts in the different digital platforms to be able to be successful, managing to boost their positioning and creating commitment in audiences.
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