A new advertising medium: Second screen

From past to present variety of advertising media such as printed, audio and audiovisual have been used to transfer the ad's messages to the target audience. These media have demonstrated an improvement in line with technological developments. Technological advances not only update the traditional advertising medium but also provide emergence of new advertising medium. Today's "second screen" is one the most commonly used new advertising media. Second screen is an interactive activity, while a content consumer using an electronic device, started by an interactive content which is presented on the primary screen and that continues on a second medium. The purpose of this study is to analyse the notion of second screen theoretically. To this end, some second screen practices in the world and in Turkey have been analysed using the case study method. KeyWords: Second Screen, Multiple Screen, Interaction, Advertisement, Medium