‘Second screening’ drives effectiveness

According to a recent ‘second screen’ study conducted by ViewersLogic (and Mediacom) UK, TV viewers are 75% more likely to follow up on an advertisement if they have a second screen device simultaneously in their hand. Easy reach prompts them to immediately access a brand website or app they have just viewed, thus improving the effectiveness of the advertisement.
The study comprised 1,877 respondents. The results showed a surprisingly consistent outcome across all age groups, gender and TV channels sampled, dispelling one of advertising’s biggest challenges, namely that using another device would seemingly detract attention away from the advertisement.
Women were found to be more receptive to an ad while second screening, with 59% of all their active responses occurring while second screening. This compares to only 51% of men. The study also found that the 40-54 age group was the most responsive (dispelling millennials as the likely behaviour leaders) with 57% of all active responses happening while second screening.

Our take

There has been some concern that a second screen draws focus away from the effectiveness of a traditional TV broadcast. However, this research suggests that advertisers should embrace the second screen. Opportunities already exist to sync TV ads with those served via digital devices where advertisers can serve their audience a direct call to action. As technology evolves to further personalise creative across both screens (with the introduction of addressable TV), the opportunity for brands to deliver messages that are actionable and in real time will only improve.

Courtney Ryan

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