Second-Screen Green Remains Scarce

摘要

As programmers and advertisers move through this year's upfronts, discussions on how to fit second-screen or social TV apps into larger TV and digital ad buys are likely to play a larger role than ever before. "It is still kind of a nascent area, but a huge ecosystem is developing. And as we get into the upfronts, there will be some very interesting discussions," says Brian Stoller, leader of digital strategy for North America at Mindshare. Stoller is particularly interested in the idea of brands working with the networks on products "to build content for the second screen that complements regular TV programming."