{"id":326,"date":"2014-02-26T16:15:20","date_gmt":"2014-02-26T16:15:20","guid":{"rendered":"http:\/\/www.symphonype.com\/wordpress\/?p=326"},"modified":"2014-02-26T16:15:20","modified_gmt":"2014-02-26T16:15:20","slug":"twitter_looks_to_symphony_am","status":"publish","type":"post","link":"https:\/\/stg.com\/news\/twitter_looks_to_symphony_am\/","title":{"rendered":"Twitter looks to Symphony Advanced Media to track \u2018Mobiletasking\u2019 behavior"},"content":{"rendered":"<article>Spending time on a smartphone while watching television \u2013 a behavior called mobiletasking \u2013 has become the norm today. For companies like Twitter, knowing what effect this has on advertisers is vital to understanding the second screen experience for audiences, marketers and networks. To better identify the outcome of using the social network while viewing commercials, a research team at Twitter looked to\u00a0<a href=\"http:\/\/www.symphonyam.com\/\" target=\"_blank\" rel=\"noopener\">Symphony Advanced Media<\/a>\u00a0(SymphonyAM), which passively tracks the media usage of thousands of people.<\/p>\n<\/article>\n<article><\/article>\n<article>From this data, Twitter found that its use while watching TV decreases an audience member\u2019s likelihood to change the channel during ads. According to SymphonyAM\u2019s analysis,<\/article>\n<blockquote>\n<article>\u201cTV viewers who are not multi-tasking on mobile devices tune away 17% of the time during ad breaks. This number drops to 13% when TV viewers are in fact multi-tasking on their phones. Among Twitter users, however, tune-away is the lowest: 8%. When viewers are on Twitter, they are more likely to view a brand\u2019s TV spot.\u201d\u00a0<a href=\"https:\/\/blog.twitter.com\/2014\/tv-x-twitter-new-findings-for-advertisers-and-networks\" target=\"_blank\" rel=\"noopener\">(<\/a><a href=\"https:\/\/blog.twitter.com\/2014\/tv-x-twitter-new-findings-for-advertisers-and-networks\" target=\"_blank\" rel=\"noopener\">Twitter blog post<\/a><a href=\"https:\/\/blog.twitter.com\/2014\/tv-x-twitter-new-findings-for-advertisers-and-networks\" target=\"_blank\" rel=\"noopener\">)<\/a><\/article>\n<\/blockquote>\n<article>Analyzing people\u2019s activities on Twitter isn\u2019t the only thing SymphonyAM is up to. Earlier this month, they conducted research on mobiletasking and searchtasking activities happening during the SuperBowlXLVIII. Learn more about their findings here:\u00a0<a href=\"http:\/\/www.symphonyam.com\/blog\/\" target=\"_blank\" rel=\"noopener\">www.symphonyam.com\/blog<\/a>.<\/article>\n","protected":false},"excerpt":{"rendered":"<p>Spending time on a smartphone while watching television \u2013 a behavior called mobiletasking \u2013 has become the norm today. For companies like Twitter, knowing what effect this has on advertisers is vital to understanding the second screen experience for audiences, marketers and networks. To better identify the outcome of using the social network while viewing&hellip;<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"node_moved":[],"footnotes":""},"categories":[12],"tags":[],"company":[],"class_list":["post-326","post","type-post","status-publish","format-standard","hentry","category-blog-2"],"acf":[],"yoast_head":"\n<title>Twitter looks to Symphony Advanced Media to track \u2018Mobiletasking\u2019 behavior - STG<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/stg.com\/news\/twitter_looks_to_symphony_am\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Twitter looks to Symphony Advanced Media to track \u2018Mobiletasking\u2019 behavior - STG\" \/>\n<meta property=\"og:description\" content=\"Spending time on a smartphone while watching television \u2013 a behavior called mobiletasking \u2013 has become the norm today. 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