Second Screen Advertising: A Typology of Multiscreening

The advertising industry has undergone a rapid transformation in recent years. New communication technologies such as live streaming, gaming, social media, online brand communities and blogs have given advertisers new platforms to communicate and promote their messages. Two remarkable phenomena are apparent, often in combination: interactivity in online communication; and integration of editorial and commercial content. Academic research is increasingly focusing upon these new techniques and formats, how they work, and how consumers are affected by or respond to them. This book makes an important contribution to the field of advertising by bringing together state-of-the-art insights with an examination of how the techniques work. The book is split into three sections: The Changing Advertising Universe; Advertising in a Digital Connected World; and Hidden but Paid for: Branded Content.The book provides conceptual overviews, discusses recent academic literature, reports new research, and develops viewpoints on the key issues. Together, it provides a valuable overview of insights into modern advertising practice for advertising academics and practitioners alike