Are you part of the two-screen world yet? I bet you are. If you ever use a mobile device (your smartphone or tablet) while watching television, you already are. We use our devices to communicate with friends and family, look up information related to what we are watching, or multi-task. The task for marketers will be how to harness this new behavior.
The Facts about Dual Screen Viewing
The facts vary, but the trend is clear. According to Nielsen, more than 39% of Americans use their smartphone while watching TV at least once each day, and 62% do so multiple times each week. Google recently reported that we use on average three different screen combinations everyday, including tablets and smartphones while watching TV. And, research from Yahoo! and Razorfish shows that nearly 80 percent of consumers are on mobile devices while watching TV.
More than half of all mobile device users say they visit social networking sites while watching TV. And the social aspect of watching TV is important too: 21% of tablet users and 18% of smartphone users say they read conversations about the program on a social networking site, and 20% of tablet users shop for products or services being advertised. Some even watched a particular TV program because comments on a social media site.
The Top Categories for Dual Screen Viewing
We use dual screen viewing for a variety of types of events. The top five show categories that attract multitaskers are reality, news, comedy, sports and food. I think we can understand why. You are not as intellectually engaged to a plot in these type of shows – leaving room for net surfing.
But how do marketers take advantage of this new behavior?
1. Apps are being built that enhance your viewing. Major media companies, like Discovery Networks International, are already taking advantage of new App Cloud solutions to build rich dual-screen experiences for their broadcast properties.
2. Synchronized Advertising may be around the corner. A national ad runs on the television while a mobile device delivers up a geo-targeted companion ad that gives you local dealer information.
3. Interactive applications allows an interactive quiz or game to be broadcast on television and viewers respond on their tablets, with results giving in real time.
4. Special offers are delivered on television driving consumers to their mobile devices to redeem the special offers.
The future of marketing to women will be exciting as we determine how to combine media for the richest engagement.
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