Most of us use laptops, tablets or smartphones while watching television. Advertisers and startups are beginning to see opportunities in the second screen.
THINK OF THE last time you watched something on television. You might not remember it now, but chances are that while you were doing it or during commercial breaks, your attention switched to the second screen. This means your laptop, tablet, smartphone or any other web-enabled device that allows you to engage in Internet activity. App developers and advertisers see this trend to share attention between traditional entertainment and online experience as a promising marketing territory.
The rise of social television
Brand advertisers who run TV ads in high exposure slots like the Super Bowl or popular TV series are expecting to engage viewers for longer than just 30 or 60 seconds. As the executive of Bluefin, a social media web analytics startup, Tom Thai says, it is about reaching eyeballs and stimulating the conversation about brands.
In practice, commercials are designed in such a way that viewers get motivated to switch to the Internet. They might be encouraged to visit the company's YouTube channel and watch the ad again or explore its sequel, prequel or some other variations. Attaching rewards to this kind of behavior (discounts, coupons, prizes) is a powerful incentive. Facebook and other social media are another destination where brands can try to direct its customers for further engagement. Some companies decide to develop their own web applications for a particular campaign to capture and retain TV viewers in cyberspace.
The rise of social television has two direct causes. First, television advertising space becomes more expensive and companies seek ways to extend their reach and maximize impact. In such circumstances, encouraging people to interact with the brand beyond its minute-long messages is a question of improving ROI. Second, social media on the Internet make it possible to invite viewers to an online space where further interaction has a meaning and interesting format.
Emerging second screen technology
Connecting the television audience with social media is becoming a full-time job for a range of up-and-coming technology startups. They are trying to figure out how to initiate, stimulate and measure this new experience of entertainment.
One interesting second screen technology startup to watch is GetGlue, a social network for a social network for entertainment where users share what they are watching, listening or reading with friends. In exchange, they receive stickers, discounts and other rewards.
SecondScreen Networks, the company offering technology for synchronized campaigns, provided complimentary channels for customer interaction for a recent Ford campaign. When the ad was run during a commercial break in a TV series episode, viewers could use its apps on Facebook, iPad or website to learn more and see more content.
Bluefin Labs provides technology to aggregate and analyze TV viewer data and comments on Facebook and Twitter. This lets companies check how people react to their commercials on the second screen, beyond simply watching them on TV.
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