Capitalising on Dual Screening
18 May 2012Dual screening is part of the new marketing lexicon – effectively it’s just a quirky coinage that captures the consumer phenomenon of synchronous multi-tasking on multiple digital devices. This is usually undertaken in, but not limited to, the home. It presents a clear opportunity for brands to create multi-screen advertising strategies that capitalise effectively on the split attentions consumers afford to more than one device at a given time. Dual screening is buzzing with potential right now because of the inexorable march of smartphones and tablets into our lives and homes. It wasn’t always so clearly promising