How to become a master of the second screen

23rd September 2020
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Advertising to captive audiences in their living rooms was once a job for one medium alone – the television. However, brands in the digital age have far more competition when vying for the attention of viewers than just those companies running spots in the same commercial break.

We live in an era where the second screen has become the most prominent competitor to the TV advert, as audiences turn to their smartphones, tablets and other connected devices to continue consuming content during breaks, or even while watching a show.

A recent study by Facebook found that as many as 94% of viewers use a smartphone while watching television.[1] Whether audiences are scrolling through social media, responding to messages, or browsing the internet, the result is the same – TV is now required to share the attention of its core audience.

With this in mind, brands need to be more creative and adaptive than ever before to ensure their campaigns can still reach an audience that has more than one place to look. In addition, they need access to delivery platforms that allow them to deploy ads faster and across a wider range of channels and markets.

Who are you competing against?

Studies show that viewers focus on the primary screen just 53% of the time during the run time of a TV show. Unsurprisingly, smartphones are the most prominent alternative.[2] For advertisers bound to TV screens, this serves to offer only a rapidly-drying pool of audience attention spans and an increased need to cast the net wider to get eyes on ads.

No longer are brands solely competing against rival adverts; they’re now vying for attention with best friends’ wedding photos, incoming work emails, mobile games and the 24/7 news cycle.

However, rising mobile usage need not signal a transition away from traditional TV advertising to newer platforms, but rather a new omni-channel approach to complement TV ads with campaigns spread across a range of digital and social platforms.

Brands taking advantage of, utilising and incorporating the second screen boom can blossom, with viewers more likely to concurrently search for and investigate brands in the wake of content they see on TV.

Take back your audience’s attention

Grabbing the attention of an audience that’s looking away from the TV screen can be a challenge. To combat this, brands need a cross-platform approach that targets not only TV viewers, but also those scrolling on social media or searching on their smart devices. And they need to be able to deploy these as quickly as possible.

With the One Delivery platform from Adstream, this second-screen dream can become a reality. One Delivery allows you to deliver multiple assets, which means you can create companion digital ads to run alongside TV messaging, across multiple channels, in one go.

Not only that, but with over 80,000 direct media connections, the largest delivery network in the world, you have better control of your campaigns in real time. Click to buy, and you know your ad will be seamlessly deployed without delay, allowing you to be more reactive and get your ads in front of viewers in the right place at the right time.

Implement your assets across multiple channels with One Delivery.

If you can’t beat them, join them

The second screen shouldn’t be seen as a rival or a hurdle that needs to be overcome to achieve goals, but instead a tool in the advertiser’s arsenal.

By embracing and incorporating the likely use of a mobile phone, tablet or laptop during your TV-ad campaign, you can reap the benefits of not one, but two screens.

Instead of deploying an ad on TV alone, make sure there’s some social media presence to back it up so you can capture the audience even if they take their eyes off the television.

Try to understand why and when people are turning to their second screens. For example, when watching sports, are viewers getting updates from Twitter on other games or joining in half-time discussions? During a TV show, are they turning to second screens to get more information on a lead actor?

When you understand why users are using second screens, it gives you a much better idea of when and where you can deploy second-screen ads that reach them at the right time, merging mobile devices into your TV campaigns.

Reach your audience on all levels

Once you understand why your audience is turning to the second screen, the next challenge is how you distribute your ad across multiple channels and touchpoints at the same time?

You can find easy solutions to the practical difficulties of uploading multiple media and broadcast formats with One Delivery’s automatic transcoding, which allows images, videos and other assets to be easily reformatted for different platforms, be they social media, on demand streaming or traditional display ads.

This means you can reach your audience far more easily across the channels in which they are interacting without the need to keep creating new assets.

Save time and increase audience visibility with One Delivery.

Digital ad synchronisation

Utilising TV commentary for ad synchronicity means marketers can now back up what’s on screen with additional content displayed on a smartphone. Ad synching technology utilises a smart device’s built-in microphone to listen out for particular key terms in a television broadcast, be that industry rivals, individual product mentions, or even specific theme music, to simultaneously advertise content on a nearby smartphone.

This allows your digital campaign to appear as a YouTube advert or in a viewer’s social media feed at the same time as your product, or your other trigger keywords, are appearing on screen. This means you don’t necessarily lose that all important user attention when they look away from the TV.

Deploy your ad quickly across all channels

There’s more to ad syncing technology than merely looking out for those trigger words. One of the biggest challenges marketers face is implementing these ads across platforms in a short period of time.

Deliver your ad on all formats in as little as three minutes with One Delivery. The smart Snowdrop UI interface allows you to save your preferences of assets and platforms for quicker delivery.

What’s more, with the integrated platform, you can view the status of each order to ensure nothing is holding you back. This streamlines your workflow, allowing members at every stage access to your files and orders in one central location.

Deliver multiple media types across platforms in real time with One Delivery.

Connect online strategy to cultural events

Largescale cultural events are the perfect time to launch your associated digital strategy. Whether it’s the big game or the series finale of the latest blockbuster show, ensuring your brand is at the heart of the discussion, and driving content, can keep you at the forefront of the cultural phenomenon and even create event associations.

The digital world’s constant stream of updates means you can reactively respond to the cultural discussion as it happens. Purpose-built campaigns that buy into the hysteria and hype of popular events ensure your brand appears current too.

It’s worth considering how you can include significant events that affect your audience in your marketing strategy. For example, you might opt to launch a branded campaign that incorporates leading sports stars in the build-up to the big game.

Make sure your ad is seen when it matters most

It’s no longer enough to make sure your audience sees your ad; it also needs to connect with them at the right time.

With One Delivery, you can be at the forefront of those trends and events to set your ad apart.

The easy-to-use interface means you can place an order and upload media in minutes, delivering your ad anywhere, anytime. Once live, you’ll also have access to performance analytics, so you can see what’s working, and what needs to be refined in real time, allowing you to maximise the impact and optimise the performance of each and every campaign.

Get your assets in front of your audience at the click of a button with One Delivery.

Inter-screen interactivity 

Being interactive and reactive is essential among a cacophony of voices competing for screen time. Reacting to events as they happen can position your brand as best placed for those moments that take-off and go viral – especially during cultural events and TV must-sees.

Consider whether your digital strategy can work collaboratively with your TV advertorials to encourage interactive use. Perhaps you’d like to run a competition on social media, with prizes to be won, based on who can provide the correct answers to a question about your upcoming broadcast.

Introduce audience interaction

By using the second screen to encourage your audience to shift the focus of their attention to the primary one, you can encourage interaction and increase viewership of your TV adverts.

With One Delivery, you can control your assets in one central location. So, if you have a range of products, you might look to raise awareness of your brand’s overall messaging with a TV campaign, before targeting individual products to each audience type on social platforms.

One Delivery also works seamlessly with other Adstream tools, so you can monitor the success of your ad on each platform, make changes to the timings and content and increase its success.

Unlock the power of integrated content management and campaign deployment with One Delivery.

Know your markets

There’s no point distributing your campaign across multiple channels if you’re unfamiliar with how they work. Digital and social ads will have different types of production, distribution and compliance to that of TV ads.

Before you publish your content across these platforms, make sure you understand your audience’s expectations. Are they more likely to interact with a static social ad or an integrated video to run alongside your primary TV campaign?

By streamlining your assets across your various platforms, you can ensure your brand messaging stays consistent and connects to your audience at all stages of the customer journey.

Take control of your assets

Delivering an advert is a complicated process, with multiple departmental collaborations, sign-offs, and refinements to be made. With One Delivery, you can control your assets at every stage of the process, from creation through to distribution.

Our intelligent QC combines two types of governance processes for your assets. Auto QC provides instant feedback on your ad, while Manual QC eliminates errors with both AI and human checks. This means you can submit your ads with confidence that it will be delivered without any delay or issue.

Securely and accurately deliver your assets across all platforms with One Delivery.

The second screen is here to stay, but that doesn’t mean attention-grabbing smartphones and tablets signal the death knell for TV-based marketing campaigns. With the right approach, handsets and tablets can become a useful multitool in the marketers’ belt, and one that, when used correctly, can increase and encourage brand interaction.

Explore Adstream’s One Delivery, the most powerful TV and online advertising delivery platform in the world. Request a demo today and see how Adstream can help you deliver your content across multiple markets in minutes.




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