Multi-Tasking and the Second Screen Phenomenon
Let’s talk about multi-tasking. People, especially younger individuals born in the digital era, have the tendency to reach out at least once for their tablets and smartphones while watching TV. Needless to say, we all know that “trivia urge” some shows trigger in our TV engaged souls. We also instantaneously realize that the precious info is just across the corner, on WWW Lane. It’s so easy to whip out our smart phone and google that actress’ age or that TV guy’s personal designer’s name, especially when the format of the show doesn’t promise such info to be revealed in its aired time. With this in mind, it really seems that second screen platforms have taken a relatively long time to appear in the social TV deal. Approximately 30 times per hour, the average TV-viewer directs his attention to another screen other than the TV. With a little bit of imagination and adaptability skills, we really come to see that this is the perfect foundation for advertisers, developers, and TV producers to work on in the attempt to increase ratings, entertainment and, why not, revenues.
How Multi-Tasking Complements Second Screen Advertising
How? Well, if you know that folks at home actually enjoy the trivia search or simply browsing for TV related content, why not work on these grounds? TV commercial breaks are a pain in the neck for any passionate TV show fan, as they disturb the entertainment time that actually gives him or her that TV buzz. It’s even been proven that emotional engagement vanishes into thin air when commercials kick in, practically annihilating a lot of the work the show had achieved in the first place. Instead of this sinusoidal axis of emotional engagement, second screen platforms provide advertisers with a more stable, non-fluctuating way towards the consumer’s heart.
How Second Screen Platforms Engage TV-Viewers
The catch lies in creating second screen platforms that attempt to attract the user’s attention and direct his activity towards the content aired on TV. More and more apps that collect data about the preferences and tendencies of TV viewers have appeared recently, so it’s easier for advertisers to target consumer groups that to have a _known _affinity, rather than just taking a chance with every one out there. So, what’s the second screen advertising strategy? Collect data, establish targets and transmit engaging content, to put it short. The third step is what really seals the deal. Second screen apps have to respond to way more conditions than just being content-related. They have to think of issues of simplicity, user-oriented features, reward mechanisms and, of course, the fun factor. The development process does require a lot of hard work and prior research, but if you manage to put the strategy all together, the results become truly fantastic.
User-Oriented and User-Generated Content: Second Screen Advertising’s Way to Success
Info spreads best from human to human, so every time a real TV viewer shares his or her favorite show with friends, or simply answers a question, the statement acts as a testimonial. This type of advertisement will always be more engaging and convincing than the impersonal voice trying to sell something on TV. Plus, we all know how things work: curiosity is and has always been a major factor in the spread of information. When you see people you relate to recommending stuff, curiosity comes in as a natural reaction. It’s as simple as that. In laymen’s words, this is the philosophy second screen advertising draws upon. User-generated content is what advertisers should ultimately have in mind when thinking about the finality of the second screen experience. If we keep this in mind, the second screen advertising strategy seems to float in a cyclical manner around none other than the individual TV viewer at home – from designing user-oriented content to finally giving way for user-generated content. With issues concerning what real people want from their TV programs at its very core, developing second screen platforms pioneers in providing a whole new approach to social TV and, more importantly, to entertainment itself.
