The idea of using a second screen device while watching TV is nothing new, however most major networks and broadcasters are still in the process of discovering how to best entertain viewers while also satisfying advertising partners. Synchronized content is currently the mainstay of second screen applications and a new study examines how people interact with this content.
The Consumer Electronics Association and National Association of Televised Programme Executives conducted a study on how viewers feel about the second screen content they are engaging with. This study yielded some interesting results about the value viewers feel they receive from synchronized content.
Out of the TV viewers polled, only 42% had tried to synchronize their content with the programs they watch. The statistic that may be a wake-up call for the second screen industry is that out of that 42% of viewers who synced their content, only 13% thought that the synced content made their viewing experience “much more enjoyable”. The majority of synchronized content viewers thought the experience made their viewing “somewhat more enjoyable”. As all seasoned marketers know, when opinion of an experience drops from “much more enjoyable” to “somewhat more enjoyable” the associated drop in brand preference is quite significant.
So where is content losing traction and how can the second screen industry cater to what the viewers actually want?
I think that networks and broadcasters may be overlooking one important aspect of today’s society: the need for instant gratification and distractions. Many people do not engage in second screen behavior to enhance the experience on the first screen, they are often looking for a distraction. Fully synced second screen applications are great compliments to game shows, competitions and any show where the audiences can participate. However, when viewers watch other show categories such as dramas or comedies creating a synced experience of value is not as simple.
Since people commonly turn to their second screens as a distraction from the first, shouldn’t producers of second screen applications be thinking beyond the box of complementary synced content? A second screen application which provides interesting and exciting content that will satisfy the viewers need for distraction might be the solution.
But isn’t this contrary to the premise of a second screen app? Don’t we want our viewers to be focused only on the show? This is where synchronization can still have an important impact. Studies show that viewers are going to engage in this distracted behavior regardless whether or not the program has a second screen app or not. What is necessary is to have the ability to bring their attention back to the first screen during the important moments in the program. Synced pop-ups, notifications, and alerts can help to warn viewers when something big is about to happen on the first screen. If viewers are on the lookout for these notifications it can also be the perfect opportunity to sync the application with advertising content.
This is just one example of how we can change our thinking about second screen apps. We want to ensure that everyone’s experience is “much more enjoyable” when paired with a second screen application, and we might need to break the mold to do so. While an app based entirely around a fully synced experience may be the most exciting use of new technology, a more subtle employment of synchronization could create a better experience for the viewers. And this is of course mutually beneficial for networks, broadcasters, and advertisers alike.
