Second screening is a relatively new trend where consumers are using mobile devices (such as laptops and iPads) while they watch TV. This presents opportunities for brands, retailers and financial services, to directly advertise to their audience and engage them in new ways.
Studies show that nearly 86% of consumers use second screens while they watch television. Some of the uses of second screens include: surfing the internet, answering calls, texting, instant messaging, emailing, and shopping online. This behavior is even more popular among 18-24 year olds, with 46% of them commenting on TV shows using the second screen.
Second screen experiences can be broken down into two categories: commercial transactions and non-transactional, with the latter generally enhancing the existing TV advertising model in these ways:
- Interactive advertising
- T-commerce
- Dynamic ad insertion into video on demand
- Targeted or addressable advertising
The second screen can be used for telescoping, which gives the user the option to engage with a branded video, for submitting requests for information, requesting samples, or for taking part in surveys, competitions, polls or trivia.
To learn more about our advertising and media services, contact Sagefrog Marketing Group.
