Over one-third of consumers (in U.S. broadband households) have used a tablet to look up a product or service while watching TV. Second-screen services have the potential to produce new revenue streams, strengthen viewership, and personalize the TV experience. As new consumer habits are increasingly integrating tablets and smartphones into the TV viewing experience, new content discovery mechanisms and ad strategies are emerging. Delivering content or ads from a TV program to a second screen is extremely attractive as it creates new ad inventory, builds viewership, socializes the TV experience, and increases the ability to monetize on demand video and connected TV applications. Despite the benefits, the emerging second screen market faces challenges such as limited audience reach, undefined business and ad pricing models, lack of technology standardization and absence of a cross-platform audience measurement. Developing and marketing a second screen application that adds value to the consumer is essential to attract content owner, service provider, and advertiser support.

On Tuesday, January 8th, Parks Associates will help kick off the start to the 2013 Consumer Electronics Show (CES) with the CONNECTIONS Summit at CES. Senior Research Analyst Heather Way will lead top executives from Audible Magic, Rovi Corp, Shazam, The Weather Channel Companies, and USA Network in an interactive panel discussion focusing on this growing trend of second-screen monetization opportunities and steps to improve the consumer experience.

Interested in briefing with second-screen experts? Contact Parks Associates to learn more!