Call it the “second-screen” Super Bowl. About two-thirds of smartphone and tablet owners use their gadgets to do things like text or post on Twitter while watching TV, according to research firm Nielsen. So, for Sunday’s game, companies from Coke to Chevy are trying to reach fans on all the “second screens” they have. Chevrolet rolled out the first Super Bowl smartphone app that allows Big Game watchers to enter a contest to win everything from pizza to a new Camaro. Kia is the first company to show its Super Bowl ad ahead of the game in movie theaters.
From time to time, eM+C Weekly readers will have an opportunity to get to know a member of eM+C magazine's Editorial Advisory Board. This month, meet David Berkowitz, director of strategic planning at New York City-based performance and search marketing agency 360i LLC.
Content, content, content. That's the hot topic these days. As consumers warm to media that allow them to control the flow of information directed at them, it leaves a marketer with the conclusion that the only way to get back its audience's attention is to be the content rather than the advertising surrounding the content. As this embedded advertising movement takes root, the danger is that content becomes less the king everyone proclaims it to be and can wind up more like advertising disguised as information. In talking to David Berkowitz, director of strategic planning at search/performance marketing firm 360i, it hit me