What is Second Screen Advertising?

Meet second screen advertising, one of the shortcuts and new ways of communication. Advertising and marketing is one of the business fields defined by hesitations. From amateurs to professionals, from brand owners to corporate managers, everyone who is a part of the processes uses the expressions “hard but fun" about the sector. 

So why does the phrase 'hard but fun' describe the sector?

Changing human needs, behaviors and habits challenge advertisers, but the solutions found are in a structure that transcends the boundaries and re-establishes the rules under all circumstances, and seeing the results of this makes the sector fun.

One of the most challenging agendas in the marketing world in recent times is the consumer's short attention span. Attention, which is briefly defined as concentration on a subject, becomes a limited concept for advertisers and an economical concept for marketers due to the density of information and messages. This is precisely why the most important barrier to communication efforts is diminishing or limited attention spans. 

As communicators work to develop solutions to every barrier or communication problem, their minds turn over the question of how to get attention and possible answers. 

The answers to this question are actually based on consumer behavior. According to research, consumers are distracted because they have multi-screen experiences; while watching their favorite shows on TV, they are also following their friends on social media, ordering online from shopping sites, and using multiple screens at the same time. This new and changing behavior of the consumer creates a new playground for advertisers: "second screen advertising". 

Second screen advertising takes advantage of a phenomenon called second screen, where the target audience watches programs on any screen (primarily TV, computer, iPad) but simultaneously uses another device having a screen. 

Second screen advertising strategies work by blending two different benefits, as viewers often use more than one device. Second screen advertising, which gives brands that do not have enough budget to be on the first screen a chance to attract the attention of consumers, creates mobile ads and experiences that are linked to the first screen content.

The starting point for communicators who will use second screen advertising approach is the question "How can I make myself first screen content?". The answers to this question are generally categorized under the following headings.

Extending the first screen message to social media; organizing campaigns that encourage audience engagement.

Incorporating the theme from screen one into X (formerly Twitter); viewers generally like references to the content they watched on screen one, and of course if appropriate Sometimes it's a joke, sometimes it's a direct quote.

-Offer contests, discounts and promotional offers on the second screen that feed into the first screen - if your brand personality is appropriate.

For more information about second screen advertising, which captures audience attention and provides an additional marketing opportunity, or to find out if it's the right tactic for your brand, contact us.