Our formal objective for the study was to understand the effect of advertising on a secondary screen during concurrent content consumption of television and mobile content. Read more at http://bit.ly/two-screen-study

1. The effect of
concurrent
exposure &
synchronized
advertising on
TV content
recall and
preference
An experiment by
Hill Holliday &
SecondScreen
Networks
2012

2. Read more about the
experiment on our blog at
http://bit.ly/two-screen-study

3. If people feel that their smart phones are
more important than paying attention to
the road upon which they drive, TV ads
don’t stand a chance.
Steven Pickens in a comment on AdAge.com
Winter Park, Fl
May 25, 2011

4. The experiment
Online simulation of two-screen experience
1
Test recall and preference for Friends with Kids
3 groups ~180 people each (screened for no prior 2
exposure)

5. Would you recommend
it to friends?
Would you watch it
yourself?
Recall all key facts
from the trailer.

6. A 30” trailer
single screen
B 30” trailer
no ad
two-screen
C 30” trailer
10” ad
two-screen

7. A B
Multitasking leads to lower
recall of TV content
12 % recall
15 % preference

8. B C
Synchronized ads lead
to higher preference.
8% recall
17% preference

9. Read more about the
experiment on our blog at
http://bit.ly/two-screen-study