At present time, a growing number of TV viewers use “second screen” devices (i.e. smart phones, tablets or laptops) while watching TV, compared to the past. This new phenomenon affects the ads-skipping behaviour, meaning that the existence of “second screen” actually gets TV viewers stop skipping the ads.
When there is a commercial break, people now tend to shift to their second screens like smart phones to check their texts,emails or Facebook rather than change the channel, head to the kitchen or even turn off the TV. As a consequence, advertisers are happy to see this trend, hoping that the commercials can attract more customers. Since TV viewers like to use their electronic devices during the commercial break, the sound of the ads becomes more important because people listen to the ads rather than watch the ads.Accordingly, advertisers should now pay more attention to the sound effect of ads, for the sake of grabbing people’s attention.
This is one example of how technology changes advertising as well as business. And in current society, technology plays an important role in running a business because it can provides companies more opportunities.
Reference: