The next hurdle for second screen marketing lies in measuring consumer sentiment towards a TV show, says Alan Wolk, Chairman of Second Screen Society, in an interview with Beet.TV. That can be done by tapping into the treasure trove of data available via mobile phones that consumers use to interact with a show.

“How do you measure these audiences? How do you measure the sentiment on social? Data and second screens let you engage with viewers. Who are these people? What do they like? What do they want?” he asks. By mining that information networks can then use it to inform programming choices and ad choices. “Data is going to tie this together and networks can use it to better reach viewers.” Second screen devices are the vehicles for interaction with a show, and the ensuing insight into the audience, he explains.

He points to examples from ESPN and Verizon, and from Vine and Dunkin’ Donuts as effective second screen marketing.

Wolk was interviewed by Beet.TV at the TV Of Tomorrow show in New York.