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Second Screen Advertising: A Typology of Multiscreening

Advertising in New Formats and Media

ISBN: 978-1-78560-313-6, eISBN: 978-1-78560-312-9

Publication date: 29 December 2016

Abstract

Purpose

This chapter aims to provide an overview and conceptualization of multiscreening in the field of advertising effectiveness.

Methodology/approach

By means of the multi-dimensions of media multitasking, it is possible to differentiate different forms of media multitasking. This framework is used to describe and explain the phenomenon of multiscreening. The framework consists of four categories each with its own dimensions: (1) task relations (e.g., task hierarchy, task switch, shared modality), (2) task inputs (e.g., information flow), (3) task outputs (e.g., behavioral responses), and (4) user differences. The description of multiscreening per dimensions is completed with a review of recent literature in the field of multiscreening, media multitasking and persuasion.

Practical implications

Literature in the field of media multitasking often assumes detrimental effects. Practical implications for advertisers are discussed by presenting an overview of the existing literature on multiscreening and advertising effectiveness. At the end of the chapter, a summary of the different dimensions is presented and an answer is formulated to the question: Is multiscreening a challenge or opportunity for advertisers?

Research implications

In addition to practical implications, this chapter also offers an overview of the current research in the field of multiscreening and advertising effects. By presenting recent literature in this field, it becomes clear where knowledge is lacking. Directions for future research are discussed.

Originality/value

This chapter is the first to present a structured overview of the phenomenon of multiscreening. It will provide practitioners and researchers with the current status in the field of multiscreening and advertising effectiveness. In addition, the chapter can also be seen as a guide for future directions in the field of multiscreening.

Keywords

Acknowledgements

Acknowledgments

The author wants to thank Prof. Dr. Edith Smit and Dr. Hilde Voorveld for their valuable input and suggestions. In addition, the author also wants to thank the reviewers for their helpful comments.

Citation

Segijn, C.M. (2016), "Second Screen Advertising: A Typology of Multiscreening", De Pelsmacker, P. (Ed.) Advertising in New Formats and Media, Emerald Group Publishing Limited, Bingley, pp. 77-96. https://doi.org/10.1108/978-1-78560-313-620151003

Publisher

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Emerald Group Publishing Limited

Copyright © 2016 Emerald Group Publishing Limited