The Type of Second-Screen Apps That Keep Users Engaged the Most

How advertisers can best leverage them

These days, advertisers have to plan their TV strategies with second-screen viewing in mind. But not all co-viewing behavior is the same. A series of studies by Time Warner Medialab showed that branded apps (which are designed by the networks) are ideal for generating strong engagement with the associated TV content, while users of interactive apps are more likely to be focused on the app itself (no doubt trying to rack up points and rewards). Those and other findings are being shared at Adweek’s Brand Genius Think Tank, in partnership with Time Warner, Sept. 24, in New York.