My presentation focused on the outlet of social media, and how the Second Screen Theory plays into the way the audience consumes media. Second Screen Theory involves the use of a computing device (commonly a mobile device, such as a tablet or smartphone) to provide an enhanced viewing experience for content on another device, such as a television. It was found that many audience members for The Bachelor are involved with live tweeting as the show is being aired on TV. This is an example of the Second Screen Theory. Since the audience was actively participating online while watching the show on TV, advertisers realized that they should reach out to consumers on social. Clorox ran a campaign to reach these social users, and their engagement rate doubled from the previous year.
Although this is a brief summary of my findings, it was concluded that media convergence influences new media markets by changing the interaction and connection abilities with consumers. Therefore, advertisers/sponsors are open to many new opportunities that new media provides.
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