There’s more and more buzz around the concept of the ‘second screen’ as it relates to TV viewing. Stats show a huge number of people are using mobile and tablet devices while watching the tube. Sometimes they’re emailing and web surfing, but other times they’re using their connectivity to interact around their show.
This increasing trend is going to have impact around a number of TV viewing constituencies. A recent blog post from Steve Van Belleghem highlights some of the issues. One interesting point he raises concerning TV advertisers’ fear of inattention (at best) and avoidance (at worst) to a show’s TV spots is how the ‘second screen’ can minimize that.
…consumers tend to switch less between TV stations during commercial breaks because they check their social media at that time. The higher the adoption of social media, the lower switching between commercial breaks.
As viewers become more engaged with TV show companion apps and websites, ad viewership can possibly be maintained. And as Steve adds that such apps can also increase engagement around the show’s content, they can also be used to improve the overall advertising experience and more importantly, its effectiveness.
Clearly, there’s a huge opportunity for TV advertisers to be part of this ‘second screen’ movement. Engaging viewers intelligently and when appropriate can yield substantive brand benefits. We’ll talk more about how they may do this in coming posts.