Why advertisers must take advantage of the ’second screen’ phenomenon | MMA Global

Why advertisers must take advantage of the ’second screen’ phenomenon

July 18, 2014
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In days gone, sports fans used to be glued to their television sets as their fingernails were reduced to dust and their favourite players collided during televised, high profile sporting tournaments like the World Cup. All that has changed, however, and today they are spending as much time looking at mobile devices as they are watching the game. The use of mobile devices as a ‘second screen’ has already taken off, as these statistics from 2012 demonstrate. However, the recent World Cup in Brazil has cemented that fact, and nobody was left in any doubt that the time for advertisers to target the ‘second screen’ phenomenon is at hand. In Brazil and across the globe, there were 618,725 tweets per minute when Germany lifted the World Cup trophy, a Twitter record for the event. In the same tournament, Brazil and Germany played out the most tweeted about sporting event in history. The conversation was not just limited to Twitter, though. The final, featuring Germany and Argentina, generated the highest levels of interaction Facebook has ever seen for a sporting event, with over 280 million posts. So, it’s clear that social media and the capacity to engage in a whole community while watching your favourite sport have expanded the boundaries for advertisers, but knowing the right time to engage your target audience is also crucial. Advertisers will already be aware that these conversations are already happening. Nando’s, Snickers and McDonald’s got this right during the World Cup. When Suarez bit Chiellini during Uruguay’s game with Italy, the twittersphere erupted and these brands pounced. Snickers was particularly successful, achieving over 48,000 retweets and 20,000 favourites. Such high levels of engagement on mobile devices demonstrates the appetite that exists not only to use mobile devices to interact with brands, but also the extent to which these devices are being use as a ‘second screen’. Giving the public something to get their teeth into in 140 characters can have a breathtaking impact. Now is undoubtedly the time for advertisers to jump on the bandwagon. With the Commonwealth Games just around the corner, advertisers need to understand the power of these communities. But how can they make the most of the ‘second screen’ opportunity and be a part of the conversation? Synchronise mobile advertisements and TV commercials Research specialists Nielsen have claimed that three quarters of all TV viewers use mobile phones, computers, or tablets while watching TV. So, when a TV commercial is telecast on screen, advertisers need to ensure their ads are displayed on mobile sites and in connected apps. Today's audiences enhance their TV programme and commercial experiences by updating themselves, seeking additional information, and directly discussing content with others during transmission. What’s clear is that TV and mobile devices increasingly exist in a symbiosis, and technologies like this are the perfect tool to help UK advertisers benefit from this phenomenon and to further drive the adoption of mobile advertising. Provide adverts that relate to whatever the viewer is watching In a similar vain, adverts that relate to what the viewer is watching will gain traction. For example, during the football advertisements are usually feature fast cars, DIY tools and fitness products, in an attempt to reach out to those most likely to be watching that channel. The ‘second screen’ allows advertisers to target viewers twice, on their phone and on the TV. Often, viewers will use the advertisement break to check up on the conversations on social media. Some savvy advertising during these breaks can ensure that brands are in the mind of their target audience. Provide experiences that allow users to interact with content on televisions while they take place Video content and images are known to be the most engaging sources of information on social media. That’s no secret. So, providing users with something that they can interact with while they are watching their favourite programme is a sure fire way to successful advertising. The second screen provides this platform. All this may seem straight forward, but, while the technology is now available, not enough is being done to make the most of it. The time of the ‘second screen’ is at hand, but advertisers must reach out and grasp it.