Second-Screen Engagement: The Marketers Holy Grail?

One of the biggest advertising buzzwords to emerge out of the digital era -- "engagement" -- has a lot of loaded implications. In an advertiser's ideal world, engagement would be as natural as breathing -- inviting a potential consumer to shift from brand familiarity to brand interactivity, inching toward the point of purchase or, even better, the level of word-of-mouth ambassador.

While there are many strategies for capturing the magic of engagement, the world of the second screen looks to be the most promising. Just think about it: When was the last time you were without your smartphone or computer, especially while lounging at home in front of the television? Second-screen innovation…
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