The second screen is being recognized as one of the most innovative and engrossing ideas happening:
The Age of Mobile Creativity: Are We There Yet? - Douglas Quenqua via Co.Create
We asked some creatives who work in mobile to name their favorite executions of the past year or so. The consensus? Don’t look for amazing visuals or stories. When it comes to mobile, the most creative ads are the ones that use the technology to forge connections.
“The connectivity stuff is where I think it’s getting really interesting,” says Tom Eslinger, digital creative director of Saatchi & Saatchi Worldwide and head of the mobile jury at Cannes.
“Mobile that connects you to your community when you’re watching your favorite TV show so you can hang out and watch together, ” he says, seemingly describing any number of social TV apps. “There’s this really high-utility stuff—TV and entertainment has a lot of it.”