Monetizing the 2nd Screen - the debate continues with "Cost per Touch" introduced

A few weeks ago in a blog post on the same subject, I presented the current approaches to monetizing second screen companion and converged viewing experiences in the market place.

Last Thursday, we had the opportunity to put the heart of the discussion to a live debate (audio available here) at the Jefferies 2013 Global Technology, Media & Telecom Conference held in NYC.  We had a "Star-Studded 2nd Screen panel" including Jesse Redness (@JesseRedniss) from USA Network, Tara Maitra (@TiVo) from TiVo, Adam Rymer (@MLB) from MLB, AJ McGowan (@UnicornMedia) from Unicorn Media and Rick Liebling (@RickLiebling) from Young & Rubicam.

Second Screen turns the corner towards monetization with clear examples in sight

In 2012, it seemed that everywhere I turned, analysts, pundits and critics were saying either the second screen was distracting or that while second screen usage seemed to be a new consumer behavior, those consumers were all just checking email, playing angry birds or on Twitter/Facebook.  Sometime in early 2013, the shared view in the industry seems to have changed, with some general level of acceptance of both the potential of consumer engagement in content and brands, but now there is a new skeptic demand--"Engagement?  So What. Show me the Money!"