So how should ad agencies respond? There are new companies that engage viewers by having them "check in" to the app during specific commericals or shows and rewarding them with gift cards. Other companies are active on Twitter. Oreo had a social media win during the Superbowl by tweeting a photo with the caption "You can still dunk in the dark" during the power outage.
Oreo has also created a 90 second video of the "Wonderfilled Anthem," a charming song where the singer wonders what would happen if he gave a vampire an Oreo. Would he want to drink milk instead? The song goes on to other little scenarios, and of course my favorite is when the giant squid gives Oreos to a shark and some baby seals, and they all hug and eat Oreos together.
The point that the author of the Second Screen article makes is that this ad is so fun that you don't need to pay anyone to watch it. You would click to see it again anyway. And perhaps that is the future of advertising.