Second Screen Revolution Essay

1640 Words4 Pages

According to Martin, C. (2011) the consumers have already experienced the first and second screen revolutions in the past decades and are now in the middle of the third screen revolution. The author affirms that television was the first screen revolution, as it drastically changed how marketers reached the consumers, allowing them to deliver a message for a massive audience. TV programs were used to have the attention of many families, which were all exposed to the advertising campaigns. Thus, the television or the first screen revolution allowed the unilateral, mass communication. Still according to the author, the second screen revolution came with the advent of the personal computers (PCs). PCs have permitted companies to interact with their customers and gather insights and feedbacks …show more content…

Web advertisers have already experienced the difficulties these programs imposed to the industry. When it comes up to mobile advertising, this hasn 't been a major concern as, according to Lara O 'Heilly on a Business Insider`s article, mobile ad blocking applications could only block ads on mobile browsers and not in apps. Still according to the article, dated back to 15th October, new application- Been Choice- claims it can block in-apps ads too. Using a different technique, through VPN(Virtual Private Network), it can filter out ad traffic. The app was approved by apple to be displayed on App Store, although it’s still not clear the Apple’s interest on the approval. Meanwhile, Google removed other ad blockers that were developing similar techniques. Other experts as Pieter Mees Zentrick, during a Venture Beat 's article, affirms that publisher still has a counter move to ad blockers. It states that the software, in order to block ads, recognizes the URL and the content beyond, but if the publishers encrypt their URLs, then would be no way to differentiate content from

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