What Is Second Screen Advertising?

Second screen advertising is a marketing technique that involves targeting consumers through a second screen while they watch television. Second screens can be handheld devices like a smartphone or tablet. It takes advantage of the fact that individuals watch TV while they're on their mobile devices at the same time. As such, this 澳洲幸运5官方开奖结果体彩网:marketing strategy attempts to blend entertainment and shopping. Advertisers create mobil♋e ads and experiences that are relevant to first-screen content to capture more of&♊nbsp;the consumers' attention.

How Second Screen Advertising Works

Many people watch television and its advertisements while 🦋they use their second-screen devices. These second-screen devices can include:

• Tablets
• Smartphones
• Laptops and computers
• Web-enabled book readers

Second screen advertising builds on the multi-tasking trend of people using another device or the second screen while watching a show or movie on the first screen. For example, someone may check the 澳洲幸运5官方开奖结果体彩网:statistics of a🦋 baseball player while watching that team play a live game on TV. Others may comment on X 💃(formerly Twitter) or a Facebook group in real-time about the plotline of a popular show while it's being broadcast.

While watching a movie, a consumer may wonder where they saw one of the actors before, which leads them to an internet search on their mobile device to research their filmography. All of this multi-tasking activity contributes to the growing trend of engagement through a secondary screen.

Media companies recognize the opportunity to offer extra content and experiences on mobile devices designed to complement the content currently on their TV. This 澳洲幸运5官方开奖结果体彩网:digital marketing strategy can even involve offering exclusive deals for those ๊who go to their mobile device while the TV ad♏, show, or movie is running.

This 澳洲幸运5官方开奖结果体彩网:call to action creates a sense of urgency and boosts engagement between potential consumers and the company. Companies can also use this method of advertising to build 澳洲幸运5官方开奖结果体彩网:brand awareness by encouraging viewers to explore their🐈 websites. Consumers may be directed to a landing page, which is specifically designed to tempt them with the product or service th🔯ey've shown an interest in with a call to make a purchase.

Second Screen Advertising Market

Smartphones are now the norm, with 85% of Americans owning one, according to Pew Research. Younger adults ages between the ages of 16 and 24 tend to use mobile devices predominantly for social media while watching television while those 55 and older tend to email. However, users of all ages shop, play games, read the news, chat with friends, and look for related information on their second screens.

In the U.S., the percentage of media consumers who use a second screen while watching TV is growing. Some 86% of internet users view content on their devices while watching TV. But more viewers mesh their content, meaning the content on their mobile devices complements the content on their TVs. Meshe🦄d content on second screens provides advertisers♓ and digital marketers with opportunities.

Advertisers have increasingly moved away from simply interrupting the first screen content in an effort to direct consumers to the second screen. Instead, they are developing strategies that combine both mediums with first and seco🦋nd screen advertising that builds off each other, enhancing the overall experience with the company and its products.

As a result, t🌳he engagement time between the consumer and the advertiser can be increased, which boosts the chances of enticing the consumer to buy a product or t𒆙ry a service.

Examples of Second Screen Advertising

Although there are many types of advertising, the goal is typically to increase engagement with the viewer or direct them to a call to action. Below are a few ways that companies can use se𓆉cond screen devices for both advertising and engagement.

Contests, Promotions, and Discounts

Contests can be advertised on-screen, but the entry must be done via SMS or SNS (text messages). Such ads may offerဣ coupons or discounts to viewers who respond on social ℱmedia, sending them to a website or to download apps that sync with the television program.

Ads With Specific Themes

Companies can tie their advertising to play off of a pop culture reference or during a live show. For example, when Game of Thrones episodes were released on HBO, you might have seen a Clorox ad on 澳洲幸运5官方开奖结果体彩网:social media featuring a canister of cleaning wipes with the words "A Canister Always Pays Its Debts," which is a reference to the Lannister family expression.

Active Posting on X

Second screen promotion doesn't only include the sale of products. It can also be used to promote a show and increase its fanbase. X can be used to display posts about the program at the bottom of the TV screen.

Second screen interventions can also ra🐟nge from companion app ads to sponsored posts, Facebook posts displayed at specific times, and in specific regions to capture the audience watching a broadcast.

The Bottom Line

Second screening is viewing content on one device and using another at the same time. Second screen advertising is a method companies are using to take advantage of this practice by targeting consumers while they are second screening. Second screen advertising is used by advertisers to get maximum exposure to their target audiences while they are focused on multiple screens.