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BizReport : Mobile Marketing : April 24, 2013

Viggle, Nielsen partner for second screen insights

It is no secret that most mobile consumers are multi-tasking while using their devices. Many play mobile games while watching television, some stay connected to social networks via mobile while at work and a growing number are engaging with shopping apps while shopping in-store. A new research partnership will shed light on how mobile consumers are engaging - and multi-tasking - in the space.

by Kristina Knight

Second screens are growing in importance to many marketers because as mobile expands more consumers are engaging via their second - or in some cases third - screens. Mobile gaming, mobile social networking, checking email, all while watching television or conducting other tasks.

The partnership, between Viggle and Nielsen will study how mobile users are engaging with mobile content and advertising.

Viggle's lead in the second screen TV space has given us an unparalleled advantage when it comes to observing how the second screen is changing consumer behavior," said Greg Consiglio, President and COO of Viggle. "Not only are our users tuning in to shows we promote but now, our platform is playing a growing role in their viewing experience, including real-time engagement and driving sustained viewing throughout a season."

"Second-screen viewing has grown from a fringe behavior to a commonplace activity, with close to 40 percent of Americans using their tablets or smartphones while watching TV at least once a day," said Scott McKinley, EVP, Advertising Effectiveness, Nielsen. "This research will help networks and brands understand how best to bridge the gap between their broadcast ad buys and consumers' ubiquitous second screen devices."

The first study will focus on television and mobile consumers, studying how television ads and programming are driving mobile consumers to websites, games or other content. Later this year, the second study will focus on cross media ad effectiveness, looking at how brands are currently engaging and how mobile campaigns can drive deeper engagement, awareness and favorability.

Image via Shutterstock

Tags: mobile engagement, mobile marketing, mobile measurement, mobile screens, Nielsen, second screen research, Viggle

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