DEFINITION of ‘Second Screen Advertising’
Second screen advertising drives customers to their second screens to access more and related content and, resultantly, view more advertising.
As of 2014, over 61% of people globally use their mobile devices (cell phones, tablets) while watching TV. These devices are called second screens. Media companies have begun to recognize an opportunity and offer extra content or experiences available exclusively on mobile devices designed to compliment the content on the TV.
BREAKING DOWN ‘Second Screen Advertising’
According to the market research company Millward Brown, the use of multiple devices has become the norm all over the world. In the U.S., around half of media consumers use a second screen while watching TV, and in Asia and Africa the percentage is much higher.
70% of users stack content, meaning they look at unrelated content on their digital device and TV, or they mesh content, meaning the content on their mobile devices compliments the content on their TVs.
Meshed content on second screens is an opportunity that advertisers and digital marketers would like to capitalize on. Interventions in this space can range from companion app ads, to sponsored tweets or Facebook posts and are displayed at specific times in specific regions to capture the audience that is watching a broadcast.
Other popular examples include tweets about the program which are displayed at the bottom of the TV screen as well as contests that are advertised on screen but entered on via SMS or SNS.