In the first afternoon panel at OMMA Social, agency and other executives take up the topic of second-screen, or social TV, viewing. What's the value of this emerging kind of media consumption and
where do advertisers fit in? Tom Boland, SVP, Social, Ogilvy & Mather, said the agency always look at sponsorship opportunities across three screens: TV, Web, and third platform, either social or
mobile. So a second-screen platform could fit into that third category. It looks for what's working and what service has gained brand affinity.
Scott Maddux, general manager, Bottle Rocket, pointed out that dedicated second-screen apps aren’t necessarily drawing the most engagement.
He outlined four tiers of apps: those tied to specific events, TV network-created apps; apps like Viggle and Shazam that work with all TV shows; and social properties like Twitter, which tends to be
where much of the conversation around TV programs takes place.