Have you ever considered how much time you spend looking at screens daily?
On average, people worldwide spend about six hours and 40 minutes daily on screens. It could be watching TV, scrolling through social media on a phone, or checking emails on a laptop.
In fact, the average person uses about three to four different screens per day! With so many of us multitasking between devices, why not grab this golden opportunity to engage viewers?
Enter second screen advertising: The new way for brands to connect with consumers as they watch TV while also using another screen. Reaching people on multiple screens simultaneously can help you grab consumers’ attention more effectively, and even encourage them to interact with your brand in real time.
In this article, we’ll explore second screen advertising, why it’s so popular, and how to use it to reach consumers.
What Is Second Screen Advertising?
Second screen advertising is a strategy where marketers target consumers on a secondary device — like a smartphone or tablet — while watching TV or streaming content.
This marketing strategy taps into our multi-screen behavior by aligning relevant ads on the second device with what’s happening on the TV. For example, if a viewer sees a car ad on TV, a synchronized ad might appear on their phone with a clickable link for more details or a local dealership.
This technique lets you capture viewers’ attention and creates a connected experience by providing related, complementary content on a secondary device in real time. The result? Viewers are more engaged, leading to higher conversion rates and brand interaction.
The Rise of Second Screen Usage
Second screen advertising is booming because digital consumption is through the roof and people aren’t just focused on one screen anymore. Around 86 percent of online users now use a second device while watching TV.
This habit has become second nature, especially for Gen Z and Millennials, who often engage more with social media or online shopping than with TV alone.
Interestingly, with the popularity of streaming shows, the “first screen” isn’t always a TV anymore. Many now use a laptop or tablet as their main screen, making their smartphone the second screen. This is particularly true in the U.S., where 97 percent of people own smartphones.
This shift has created new challenges and opportunities for marketers, as traditional TV ads alone may not capture these divided audiences.
How Second Screen Advertising Works
The second screen experience is more than just a TV add-on. For marketers, understanding this from the viewer’s perspective is key to effective advertising.
Viewers often grab a second device to check out more or engage in other ways when watching a show. For them, this multitasking doesn’t distract but actually enhances their experience, allowing them to interact more deeply with the screen content.
This is where you can make a difference.
By placing ads on the second screen, you’re meeting the viewers exactly where they’re active. Instead of passively watching, they can click on a link, read more, or even make a purchase. All without interrupting their viewing.
This setup gives the viewers control and choice, making your ads feel less intrusive and more like a natural extension of what they’re already doing. And it’s a great way to increase engagement and create a seamless path from interest to action.
The Role of Social Media During TV Viewing
Did you know that 95 percent of Gen Z viewers have watched a show or movie just because it was blowing up on their social feeds?
Furthermore, people now spend almost as much time streaming videos on social platforms as watching regular TV! Social media does more than influence what to watch. Here are some of its top roles in second screen advertising:
- Real-time Engagement: Viewers can react to ads as soon as they see them on TV. It’s as simple as hopping onto social media to comment, share, or give a quick thumbs up. This makes the ad experience more interactive, and the immediate feedback can tell you what’s catching people’s attention or what’s not.
- Extended Reach: Ads on social media can easily spread like confetti in the wind. When someone shares or reacts to an ad, it shows up in their friends’ feeds, expanding the ad’s reach without you putting in extra work. Think of it like word-of-mouth, but digital and way faster.
- Personalized Ads: Modern social platform algorithms have made it easy to know what each person likes to watch or buy. These platforms then show ads that match these interests, making them feel more relevant and less like random interruptions. People get ads for something they’re actually interested in, instead of something they’d only consider having.
- Influencer Impact: Influencers are like today’s trendsetters. Interestingly, around 75 percent of shoppers have bought something thanks to an influencer’s recommendation. When influencers promote a show or product on social media, their followers pay attention, creating buzz around these recommendations.
- Conversation Starters: Let’s face it. Social media is a great place to chat and gossip about what people are watching. They talk about a trending show or ad, share opinions, and sometimes even create fan content. The resulting buzz keeps the show or ad top of mind and can even make it more popular.
- Creative Connections: Social media provides unique and fun ways to reach viewers who are already busy on multiple screens. This lets you grab attention where it’s already focused, making the viewing experience feel more connected and creative. These connections can include:
- Interactive polls and quizzes
- Behind-the-scenes content
- Live reactions and Q&As
- Limited-time offers
- Hashtag challenges
- User-generated content
Use Cases and Examples of Second Screen Advertising
Here are some real-life cases where brands have knocked it out of the park with second screen advertising:
Primetime Emmy Awards
The Primetime Emmy Awards show how second screen advertising keeps viewers hooked. As fans watch to see who wins, many are also on their phones, tweeting predictions and sharing reactions.
The Emmys tap into this buzz with live updates, funny memes, and behind-the-scenes clips, while celebrities join in with red carpet photos. This engagement doesn’t end after the show. The Emmys keep TV fans excited all year, building anticipation for the next season.
Oreo
The famous Super Bowl blackout turned into a golden opportunity for Oreo. During the 35-minute power outage in the third quarter, Oreo jumped in with a quick, clever tweet that said, “You can still dunk in the dark,” along with a simple, eye-catching image.
This was a perfect example of brands staying alert and using social media to connect with viewers in real time. With so many people scrolling on their phones while waiting for the game to resume, Oreo’s tweet instantly caught on, spreading quickly.
Shazam
Shazam, the music discovery app, found a genius way to make second screen advertising more interactive and fun. Brands began placing Shazam codes in their TV ads, so when viewers use the app to identify songs, they’d also unlock special deals or exclusive content on their phones.
This strategy seamlessly connected the TV with the phone, creating a more engaging experience. And everyone went home happy. The viewers got something extra, and brands saw higher engagement.
Best Practices for Second Screen Advertising
Sure, second screen advertising has tons of potential. But does that mean you just put content on a second screen and call it a job well done? You need certain strategies matching people’s habits and attention spans to really connect with them.
Here are some best practices to keep in mind:
Real-Time Campaigns Aligned With TV Programming
One of the most effective ways to use second screen advertising is by syncing it with live TV events or shows, especially sports games or award shows. Viewers are more likely to watch while using their phones.
A viewer is watching their favorite game. Just as an ad break starts on TV, a related ad pops up on their phone prompting them to click and learn more.
Aligning screen content with what viewers are already tuned into creates a digital advertising campaign that feels natural and timely. Plus, it keeps people engaged longer, maximizing the campaign’s reach and impact.
Geo-Targeting With Connected TV (CTV) Ads
If you want to kick second screen advertising up a notch, consider geo-targeting with CTV ads. With this approach, you can show ads based on a viewer’s location: local stores, neighborhoods, or hangout spots.
For instance, you can place an ad for a local restaurant that pops up on someone’s mobile device while they’re watching a CTV show.
Here’s the kicker: Geotargeting adds another layer of personalization, which is important to modern consumers. Plus, as part of the growing CTV advertising landscape, it lets you connect with people in a seamless and natural way.
Integrating Email Marketing for Enhanced Engagement
Email marketing can help keep viewers engaged even after a show ends. Suppose someone sees an ad on their second screen and clicks through for more info. They might later get a follow-up email with extra details or an exclusive offer.
Wouldn’t they prefer this?
In fact, 60 percent of consumers prefer to be contacted by brands through email. These follow-up emails serve as reminders, giving users more reasons to act and creating a stronger connection over time.
Integrating email marketing into your digital advertising campaign helps brands stay connected, driving engagement long after the initial ad. Besides, 79 percent of marketers say email is one of their top three ways to reach people, so why not use it?
Benefits of Second Screen Advertising
While second screen advertising sounds like any other digital advertising campaign, what makes it a worthy undertaking? Let’s look at the top benefits of reaching people on multiple devices simultaneously.
Increasing Brand Visibility
Getting noticed isn’t all sunshine and rainbows when there are so many ads around. No wonder brands use 10-20 percent of their marketing budgets for branding or rebranding efforts.
But when people see your ad on multiple screens, it’s a whole different game. This approach lets you stay in the spotlight, making it harder for viewers to miss your brand, even if they’re scrolling on their phones. After all, watching a game on TV, seeing an ad, and then noticing a similar message on your phone right after can be impossible to ignore.
That double hit makes your brand stick, helping viewers remember you even after they turn off the TV.
Enhancing Consumer Engagement
It’s easy for viewers to get more involved with your brand instantly with multiple screens in play.
Say they’re watching a cooking show and see an ad for a new recipe app. If they’re interested, they can tap on their other to download it right then. This setup lets them respond to polls, follow links, or comment on social media in real time.
It turns passive watching into active engagement, making it feel less like advertising and more like a conversation.
Complementing Traditional Advertising Efforts
Combining your TV and phone ads isn’t just about repetition — it’s about making it easy for viewers to connect with your brand.
Imagine a viewer watches an ad for a new sneaker on TV and then sees it pop up on their phone with a link to buy. Instead of just watching, they have a clear next step if they’re interested.
This approach supports the main ad and gives the viewer simple ways to take action, keeping your brand in their mind and closer to their fingertips.
Challenges in Second Screen Advertising
Despite its advantages, second screen advertising presents some challenges, notably:
Fragmentation of Consumer Attention
Sure, second screens offer more touchpoints. However, they also contribute to fragmented attention as viewers split their attention between screens. The viewers’ divided attention can make it painstaking for any single message to sink in fully.
Plus, it’s easy for the viewer to overlook or forget your ads and content faster.
This also means putting more work into capturing the viewers’ interest quickly using strategically placed ads synced with key moments. You also need to ensure your messaging is consistent and compelling across platforms to prevent viewers from tuning out.
Measuring Effectiveness and ROI
Tracking engagement across devices isn’t always straightforward. Remember, you’re tracking the effectiveness of second screen advertising across multiple devices and data points.
Viewers bouncing between multiple screens makes it tricky to figure out which ads are actually driving actions like purchases or clicks. This confusion makes it hard to know what’s working and what isn’t. And even harder to allocate marketing resources for future ad campaigns.
Insights From Second Screen Data
The second screen can be a goldmine of invaluable data that you can leverage to refine your marketing strategies. For instance, identifying which types of shows yield the most interaction can inform future ad placements and targeting efforts.
So, what insights does second screen advertising provide?
Evaluating TV Performance
Second screen data can tell you how well a TV show is connecting with viewers. For instance, viewers constantly posting, reacting, or searching online while watching can show they’re engaged.
On the flip side, the show might not capture attention as well as hoped if there’s barely any second screen action. You can use this information to decide where to put your ads, focusing on shows that spark the most online chatter and interest.
Understanding Viewer Behavior
Second screens lets you peek into what viewers are really into, right down to their habits and interests. Looking up products they see in a show or sharing memes about certain characters might be a big hint about what they like.
This can help you better understand your audience and create more targeted and personal relatable ads.
Future Trends in Second Screen Advertising
In September 2024, X launched its new CTV called ‘X TV’ so users can stream content direct from the social platform on their smart TV. These are some of the growth that second screen advertising is poised for as technology evolves.
Here’s what the future of advertising looks like:
Evolving Consumer Preferences
As more people multitask while watching TV, they’ll expect personalized, interactive ads. These preferences will push brands to create custom experiences, allowing viewers to take immediate action on related content.
Technological Advancements in Advertising
AI and machine learning innovations will make it possible to personalize second screen content further. Brands will use AI tools to analyze real-time viewer behavior and deliver highly targeted ads based on individual preferences.
Maximize the Impact of Second Screen Advertising
Digital advertising strategies are evolving fast, and second screen advertising will become an integral part of how brands connect across platforms. To make this strategy more effective, consider combining CTV with email follow-ups and geo-targeting for a powerful mix to reach and retain audiences.
Ready to explore more about connected advertising strategies? Visit our CTV beginner’s guide for a comprehensive introduction to connected TV and how it enhances cross-device engagement. You can also check out our CTV advertising webinar for resources for insights on emerging trends and strategies in the CTV ecosystem.And if you’re looking for tailored support to enhance your digital reach, AudienceX can help. Feel free to contact our experts today.