Advertising for the second screen

Advertising for the second screen
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What best describes you?

Here’s something savvy advertisers already know: TV has become interactive.

What was once considered a passive activity has evolved to become an active experience, with mobile devices acting as a companion to our television viewing. This second screen phenomenon and is becoming the norm.

These shifting consumer habits towards content consumption have opened new opportunities for advertisers to reach consumers and communicate with them in interactive and more personal ways. Multi-screen behaviour is already a habit for many Australians, with a report by Nielson finding that 60% of online Australians have accessed the internet whilst watching TV.

It’s clear that mobile devices are the ideal candidate to revolutionise television advertising. Yet, advertisers must be strategic with how they use the second screen experience to reach people.

The traditional approach of a URL or keyword search requires opening a browser, remembering and typing it in successfully and more time finding the right information. This is a hassle and time-consuming – many won’t even bother to start, and many who try will give up along the way.

Another approach is trying to get a consumer to a Facebook or Twitter account, although few do that from a TV commercial and this doesn’t lead the consumer to specific information very quickly.

Finally, some advertisers consider working with some of the basic TV check-in apps, but since they haven’t achieved any level of scale, most conclude there’s no point experimenting with them.

As the digital revolution continues to unfurl, it’s important that advertisers consider a second screen strategy.

We’ve seen first hand the power of second screen adverts across the globe and particularly here in Australia, having worked with many brands across multiple campaigns since launching our first interactive ad in Australia with Smirnoff in 2011.

Since then, Shazam has worked with brands in a number of industry verticals, including food and beverage, financial, health and beauty, and tech. In fact, we launched our latest campaign with HTC.

What’s more, second screen interaction doesn’t have to stop in the home. In America, leading cinema advertising company, Screenvision, has partnered with Shazam to engage with consumers before a movie begins. Screenvision found that movie-goers are already highly receptive to cinema advertising, with 56% advertising recall and 10:1 ad likeability, compared to television ads.

It is therefore an obvious next step to allow consumers to further connect with the brands they love, in a space where they are already captivated, receptive and engaged. It’s only a matter of time before these types of partnerships come to Australia as well. 

Advertisers are considering second screen strategies as they allow brands to extend a 30-second advert into three minutes, or longer engagement time, giving people more information and a more personal interaction. Building what that interaction looks like and what will drive engagement is developing at an increasingly rapid pace.

Mobile has revolutionised the very act of viewing media itself, opening up many possibilities for the future of advertising. But this is just the start.

Steven Sos is regional sales director at Shazam Entertainment.

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