Social TV and the second screen

This paper seeks to understand the landscape of social TV, which takes place when an audience member engages with social media while watching television programming, and second screen experiences, and more specifically how these technologies can be employed by advertisers. By reviewing existing literature, examining field studies and data, and analyzing case studies, the report identifies how marketers can best tie their television advertising to social media to increase engagement and keep brands top of mind, even during breaks from traditional programming. The paper will conclude by discussing the current limitations of the emerging technologies surrounding the phenomenon of social TV, as well as providing recommendations that can be applied to brands and marketers alike.