More Screens Mean More Engagement, MTV Says

MTV talks about how important it is to help engagement from a television program grow into engagement with that program online. The level of engagement has crucial meaning to advertisers. The key points that MTV believes should be taken into account are the more involved a viewer is with content the more involved they will be with the advertising. The more involved the more cross-platform activity the viewer will be engaged in. This also shows that crossing platforms with an advertising campaign increases the likelihood of it being seen and absorbed. MTV claims that this pattern works with any TV show. “Not all people who consume television-based content online are created equal,” the MTV report says. It is explaining that some online behavior involves only finding old episodes, or reading about the cast whereas other online behavior involves talking and blogging about the show. When viewers have a strong connection with shows it drives them based on that connection to get directly involved online. Overall the point is that as the value of television advertising, which is still considered the most profitable form of advertising, becomes increasingly effective based on how viewers connect with marketing messages across various mediums and platforms.