Samenvatting

Multi-screening is a type of consumer behaviour where the user uses a second screen simultaneously or sequentially in combination with a first screen. The voice of Holland, a Dutch television programme, created together with Vodafone Nederland, a telecommunications company, a multi-screening campaign. Literature on multi-screening marketing is however rare. This thesis studies the Vodafone case in order to learn more about the opportunities of multi-screening for advertisers. The main question of this study is therefore: ‘What can advertisers learn about multi-screening strategy from the Vodafone case?’