Are advertisers getting value out of second-screen yet?
The panelists suggested its still early days for the medium when it comes to advertising.
Scott Maddux, GM, Bottle Rocket, pointed out that ABC backed away from second-screen programming a couple of years ago after finding it wasn’t able to sell sponsorships successfully within the
format. The networks efforts are now mainly focused on big events like The Oscars. David Beck, head of social media at Univision, however said the thinks marketers missing the full value of TV buys if
they don’t extend them to the second-screen. But he acknowledged the best opportunity for social was still directly with the tie-ins through the first screen.