Research shows most owners of Tablet or Smartphone uses these while watching TV. We can no longer speak about a trend but a behavior becoming more popular among consumers. We cannot ignore this evolution and it’s imperative we rethink the logic behind customer engagement.
Second screen applications could be useful to understand the context but are vital to improve the customers’ engagement and reach them with personalized, relevant messages.
Through the second screen, we are able to provide the viewer additional content compared to the traditional advertising. Through these technics, it is possible to increase the effectiveness of an advertising campaign or a TV program. In addition, we can accurately measure the results of such campaign and open a direct communication channel between brand and consumer.
Concept Reply has developed a
Contextual Marketing platform that allows, thanks to a proprietary technology, to tag audio/video content that can be broadcasted through a variety of media beyond TV (Web, Digital Signage, Radio, Cinema, etc.). When the consumer interacts with such content, the tag serves as a trigger to open the channel of communication with the user so that the conversation could be contextual and relevant in addition of being personalized.