With the proliferation of mobile phones, laptops, and tablets in use while watching TV, successfully delivering TV advertising messages that fully engage the viewer is more difficult than ever.
Certainly, the teenager who peruses Facebook while watching "The Carrie Diaries" and the housewife who texts her friends while home shopping hosts are peddling their latest bargains are more than distracted. But the reality is that today’s marketers have more selling opportunities than ever at their fingertips–they just have to know how to leverage them.
It starts by looking at that now ubiquitous second screen–a label given to the laptops, mobile phones, and tablets serving as companion devices for the TV. Research from Minneapolis-based Frank N. Magid Associates Inc. shows the degree to which digital device multitasking has become the norm among those who own a device and watch television. For example, nearly half of all tablet owners say they use their tablets while watching TV at least half the time. “This phenomenon will continue to grow at an impressive pace,” according to Rich Ehrman, Magid’s managing director.
Rather than a distraction, though, immense marketing opportunities are at hand due to the second screen’s interactive capability. “Thanks to the second-screen phenomenon, more than 80 percent of TV viewers have a response device in hand while watching television,” added Ehrman, who sees the benefit of the ever-increasing ability for a viewer to make an instant phone or Internet connection to order a product or service at the press of a button. Marketers are well-braced to leverage this behavior in a way that measurably impacts cost per order.
Companies such as Shazam, Viggle, Zeebox, and GetGlue are invading the second-screen space by producing apps to help marketers deliver offers and orders to second-screen TV viewers everywhere. According to Magid’s research, of all the advertising platforms, the second screen is likely to have the greatest impact on the TV lead-/order-generation segment. Inreturn for their second-screen efforts, marketers can transform their 30-second brand spots into direct response advertising and effectively extend their direct response television (DRTV) media into prime time.
We always ask our clients: “How will your DRTV advertising campaign harness this power in a way that positively impacts your campaign’s bottom line?” The answer can be found in combining the clout of targeted and measurable direct-response lead generation with the mass reach of prime-time brand advertising. Through ACR (automatic content recognition), for example, a viewer can not only sync a second screen to a TV commercial, but can also sync it to a sponsor’s Web site, thus enabling the ability to make those “one-click connections” to a phone center, a direct purchase, or telescope into more information.
Marion Guthrie, president of Gut3Marketing in Philadelphia, said the interconnection of DRTV and the second screen is obvious based on the fact that “consumers no longer have to get up off the sofa and walk into the kitchen to make a call anymore.”
Guthrie, in fact, is one of those consumers. After seeing a commercial for a recent Walt Disney nature movie, she decided to take her grandson to see that film. Without getting off the couch, she used her mobile phone to search for the Twitter hashtag advertised within the commercial to find local movie theatre show times. “It was a pretty simple and fast process,” Guthrie said, “and it just goes to show how seamlessly the second screen can be integrated into an advertising campaign.” To marketers looking to leverage the second-screen phenomenon, the key is to put yourself in consumers’ shoes and envision what they want and need from an interactive advertising experience. From there, focus on how to integrate ad messages into your customers’ lives across these new platforms.
Remember to always use the second screen as an educational tool versus an invasive one. And always give customers a way to respond. Otherwise you’re just wasting your money.
Source: http://www.cmo.com/articles/2013/8/2/complementing_a_tv_c.html
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