Ads on television are struggling after research showed that half of the viewers use their second screen while watching TV and especially during the commercial breaks. This of course worries the advertisers on television, you pay a lot of money for people to see your ad, but now the viewers turn to their second screens. Do they even pay attention, will they see your ad?
Ipad’s, tablets, smartphones your target audience does a lot of things but changes are they will not see your ad. How do you deal with this as an advertiser?
Synchronized second screen advertising is the answer!
I think that most of us are all familiar with using second screens. These are the screens we use besides television. In the image below you can see the average time spent on multiple devices of the typical global multi screen users.
While watching television we use our smartphones and tablets to engage in online discussions about the shows we are watching or talk to to our friends via social media but research showed that the main reason for using second screens is to fill up the time when there are commercial breaks on television. See the image below for more reason to use second screens.
But what kind of activities do the viewers perform on their smartphones and tablets while watching television and commercials?
The image below gives some insight about the activities, as you can see checking e-mail and visiting social media platforms are most popular to do during a commercial break.
Herein lies a huge opportunity for advertisers, to be able to reach your audience via TV and at the same time via social networks.
Recently Twitter has developed a new Technology that makes TV ad targeting possible.
This way you can easily extend your TV commercial online. Twitter has developed a software that filters when your ad is being shown on TV and which TV shows are aired around your television ad. At the same time it filters out all the people tweetin about those particular television shows. Now advertisers are able to target promoted tweets to viewers who likely saw their commercial.
Sounds vague? Watch the video below!
Introducing TV Ad Targeting
This new software means that from now on your story doesn’t have to end on television but you can continue this on Twitter.
With Facebook it is also possible to target around these TV Shows, by looking at the interest of the viewers for example when they like a certain tv show on Facebook.
Facebook also allows you to segment your target by gender, age, mobile device and a set advertising schedule. This makes it possible to advertise around the broadcasts.
Besides using social platforms it also possible to show banners at the same time your ad is being shown on Television. This way whatever your target audience is doing, it is very likely that they will see either both, or one of the ads. This causes a bigger impact and studies have shown it to be very effective.
The graph below shows that TV together with second screen advertising has a positive impact on the brand attitude, word of mouth, purchase intention and the brand interest.
It seems that just a television ad is not enough anymore, research has proven that second screen advertising is the future.
Are you convinced?