Contextual Targeting & Video Advertisements: Silverpush

In today’s time, people spend more time-consuming content on their smartphones than on their TV screens. Even when they are watching television, people tend to look into their smartphones, and during the TV commercials, their focus fully shifts to their phones. A research study that tracked eye movements of in-home participants found that over 90% of them watched TV with their mobile phones readily available to them. Participants looked into their television screens for only half of the time. The research found that one of the main reasons for not paying attention to television was participants’ staring at their smartphones. The concurrent use of the second screen, mainly smartphones, has become an inseparable part of watching TV. Due to this second screening behavior, it is becoming really difficult for marketers to engage people in TV ads, resulting in ad waste and a significantly lower return on ad spend. To deal with this problem, marketers need to adopt a Cross Platform Advertisi...