Paper ID

3173

Paper Type

short

Description

It has become increasingly common for consumers to use additional devices while watching TV, a phenomenon called multiscreen viewing. This provides an additional advertising channel for marketers, specifically the second screen. However, it is not without its complexities; marketers must optimally time advertisements on the second screen conditional on the primary screen activity. Using a behavioral experiment this study proposes to investigate how consumers’ engagement and psychological involvement with the program on the primary screen affects their multiscreen behavior and its effect on brand recall. We further expect this relationship to be moderated by the congruence of the advertisement relative to the primary screen. Results of the study will not only contribute to the second screen literature in marketing and Information systems, but also help marketers develop actionable strategies for the second screen in multiscreen viewing contexts.

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How to Advertise? Role of Congruence and Involvement on Multiscreen Consumption

It has become increasingly common for consumers to use additional devices while watching TV, a phenomenon called multiscreen viewing. This provides an additional advertising channel for marketers, specifically the second screen. However, it is not without its complexities; marketers must optimally time advertisements on the second screen conditional on the primary screen activity. Using a behavioral experiment this study proposes to investigate how consumers’ engagement and psychological involvement with the program on the primary screen affects their multiscreen behavior and its effect on brand recall. We further expect this relationship to be moderated by the congruence of the advertisement relative to the primary screen. Results of the study will not only contribute to the second screen literature in marketing and Information systems, but also help marketers develop actionable strategies for the second screen in multiscreen viewing contexts.