Advertisers often view mobile devices as a distraction from traditional marketing, but it turns out that viewers who tweet while watching TV are more likely to recall ads.

Advertisers often view mobile devices as a distraction from traditional marketing, but it turns out that viewers who tweet while watching TV are more likely to recall ads. Twitter partnered with social analytics company Canvs (who we recently spoke to about fandom), and found that 62% of users who follow conversations on Twitter about a show they watch are more likely to recall ads, and 61% who used emotional language within their show-related tweets said they would purchase from brands that are advertised. For advertisers, “coordinating ad campaigns across screens…[can] engage viewers whose attention is increasingly fragmented.” (MediaPost)