Tag: ipg media lab

03/16

Radio has the Wrong Idea about Mobile Apps

...or at least, not completely the right idea. Consider the study from the IPG Media Lab and YuMe.com which examined "advertising in the wild" to assess the effects of "viewer distraction" in a TV-viewing habitat of numerous gadgets and gizmos. One of the conclusions was that “smartphones are a persistent companion to video content.” As the authors of the book Social TV: How Marketers Can Reach and Engage Audiences by Connecting Television to the Web, Social Media, and Mobile put it: The key word here is “companion”—meaning “in addition to,” not “a replacement of.” Mobile certainly is … [Read more...]

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