The second screen platform introduces brands and consumers to endless communication and marketing possibilities. Social TV, the next step in the “social” craze in which we were launched with the take off of social networks, allows people to interact and become part of their favorite shows, play along with friends, take control of the whole experience.
But can we imagine such an exciting experience interrupted by publicity breaks? If you give the public the possibility to use second screen apps and let them decide on how they think their favorite shows should look like, do you think they would willingly include publicity breaks at all?
Surveys done for the people developing the second screen platform have shown that 65% of TV viewers are very likely to use their laptop, tablet or smartphone while watching TV and 52% are somewhat likely to do it. Some of them might even be using three or four different devices at the same time. This is the perfect context for second screen apps.
What do users do when they turn their attention from the TV set to the mobile devices? They research information:
They are looking up products and places and this moment of peak interest from the consumer is exactly the one second screen marketing needs to create a supply for.
Second screen advertising does what no other type of advertising technique ever could: it enables the consumer to act immediately on the impulse of buying/ordering immediately after the impulse kicked in. Second screen marketing mainly relies on making use of the moment of maximum interest of the consumer and turning it into profit.
By taking the information on the screen and turning it into information you might need and use, second screen apps create a great sales moment and act on the spot. Why is second screen advertising different in this respect compared to regular, traditional campaigns? While a brilliant add can catch the eye of the consumer, the purchase of the product or service cannot be done in the exact same second the intention was formed.
People forget, they get distracted or they turn their attention to some other product. Here is where second screen apps are the best solution for brands trying to maintain consumer interest and purchase intent.
Having a second screen platform is like a constantly open gateway to the consumers who receive company info in a usable form and in a more orderly manner. Facebook and all of the other social networks are an endless basin of information on the clients, information that might help direct the advertising efforts toward relevant calls to action.
Second screen marketing allows TV shows to escape the stigmata of being something too branded. The calls to action are better laid out and suggested to people who are more prone to click and act, people who have, in one way or another, manifested an intention in this respect.
