M+E Daily

In understanding its impact and potential in the marketing industry, the 2^nd Screen Society has developed a new Advertising Subcommittee to forge collaborations between advertisers, networks, content creators and technology developers in second screen media.

The Advertising Subcommittee will be made up of industry leaders to represent each of the stakeholders in the emerging second screen domain.  Alongside Y&R, founding members of the Advertising Subcommittee will include second screen champions in content and technology development for this comprehensive industry alliance.

Stakeholders will collaborate on industry reporting and events. Important ROI measurements and Key Performance Indicators (KPI) benchmarks will be monitored and shared.  As thought leaders for second screen’s application in marketing, the Advertising Subcommittee will be instrumental in informing best practices to an exploding industry.  The group aims to simplify second screen implementation in advertising campaigns with a convergence of innovation and ideas from all major stakeholders.

“The explosion of mobile consumer usage is outstripping the ad campaigns targeted at that mobile consumption.” said Trevor Doerkson, the CEO & Founder of Mobovivo, a developer of companion apps for TV and Film.  “Ad campaigns targeted at mobile companion experiences to TV will help align actual consumer behavior to engagement with brands – when an athlete, musician, actress or ad appears on TV, the second screen is going to target today’s multi-tasking TV viewer.”

One 2^nd Screen Society Board member, Magic Ruby has already taken a lead in developing impactful second screen apps for movies and TV shows such as The King’s Speech and Sons of Anarchy.  “The second screen is becoming vital to the success of new TV shows and movies.  It’s also becoming a far more important to way for advertisers to engage with their customers.  The 2nd Screen Society and new Advertising Subcommittee shows participating advertisers, content creators and developers, how to make the most of this new and exciting medium,” said Thomas Engdahl CEO, President and Founder of Magic Ruby.

Members of the 2nd Screen Society led the second screen conversation at this year’s Advertising Week October 1-5 in New York City.  On October 1, a panel including Magic Ruby’s Engdahl, Xbox, GroupM and MLB discussed the “The Imminent Power of 2nd Screen Consumer Engagement” in a seminar at NASDAQ Marketsite, hosted by Y&R’s Rick Liebling.

“Second screen experiences need to focus on providing the consumer with relevant information, compelling entertainment and unique ways to engage with friends. The best way to achieve that is by fostering strong working relationships between developers and creative agencies that service brands – that is what this subcommittee aims to do,” said Rick Liebling, Y&RNY’s Creative Culturalist and Advertising Subcommittee curator.

For more information visit the 2nd Screen Society web site.