Connecting to Your Customer With Second Screen Advertising

I’ve been coming across plenty of articles about “second screen” TV viewing and it has definitely got be thinking. Fortunately (or unfortunately) for myself, a new flat and a comfy living room has got me spending a lot more time on the couch in front of the TV. The last time I regularly watched TV on the big screen was long before I had my first smart phone, and my viewing habits have definitely changed.

This is exactly what Dean Donaldson says in this article about the opportunities for brands as consumer’s TV viewing habits change. I very rarely can sit still and watch a program and am always distracted when my phone buzzes. But this, says Donaldson, is the key for brands to engage us, providing the most targeted and relevant advertising possible while we watch our favourite programs. But there are a few things they need to consider when aiming to tap the enormous opportunities posed by second-screen advertising:

• Click happy consumers – The hype around the second screen focussed on providing content that mirrors the first screen, and forces the viewer to hunt around and actively seek out the augmented content. Currently the consumer is experimenting around with the new technology available to them – the ‘cool factor’ – but brands will soon find it harder to get the view to have the impetus to delve deeper into the second screen to find more.
• Push vs Pull – That said, really the viewer should not have to hunt around for the advertiser’s brand message when using their second screen. There should be a “push” from the advertiser that enables the use of video to provide extremely targeted advertising  to the consumer, rather than a pull from the consumer themselves.
• Working with TV – soon enough, more and more programs will be producing content that specifically requires the use of a second screen device to enhance the viewing experience. Augmented reality for special promotions, coupons, links, etc. will all enable advertisers to reach out to their audience long after their 20 second TV spot. The key seems to be for creative advertising to jump on this early and work with the networks and broadcasters to enable things like this. 3D technology and other TV related breakthroughs are going to do nothing but excite the consumer base who are looking to enhance their TV viewing experience.

All in all, this is an exciting time for TV. With TV advertising spend not decreasing in most developed markets, this is a time where creative and tech-savvy brands will shine and move ahead of the pack. “Beyond the excitement around the new-fangled tech, what we’re really talking about here is a new way to connect to the consumer as an individuals in ways that have been impossible before now.”

Multi screen content and Digital advertising are massive talking points at next year’s  The Internet Show Asia 2013. We’re currently developing the program with leading industry experts, get in touch with me if you would like to be involved at simon.geenty@terrapinn.com