Splitting your audience across multiple devices
Posted: Wed Jan 22, 2025 8:13 am
Nowadays, people watch TV with the support of another screen. Usually, this has expanded to two, either a computer, a smartphone or a tablet.
There are even cases where three or even four screens are used at the same time. And it is known that, for example, in the United States, 62% of people surf the Internet while watching a program on television , according to a publication by Nielsen .
If we look at the behaviour of Millennials, the situation is more attractive: 68% of them tend to use two screens while watching television . The main reason is to obtain more information about what they are watching.
For example, looking for more information about the stories or actors who are in their favorite shows, or entering their social networks to interact about the content they consume.
Another reason for using a second screen is to distract themselves during commercials. For this, they usually entertain themselves with social media.
[Tweet “62% of people surf the Internet while watching a TV show”]
Do TV advertisers need a second screen presence?
Nowadays, every TV campaign must have a second screen strategy. Its sweden whatsapp number database use is related to the engagement people have with the content on TV, whether it is searching for information, buying related products or posting content.
The second screen represents a reason to create immersive experiences for consumers.
And the fact is that television campaigns are not what they used to be. They no longer have the same impact. For this reason, a second screen must be integrated and this favourable change must be valued.
A study on the subject by Viant indicated that consumers engage with brands that use second screens up to 72% in the first 2 hours after the broadcast. For this reason, it should be considered as a strategy that can mean the success of a TV campaign.
Take sports marketing for example. It is common for fans to use a second screen during a live broadcast of an event.
They usually do this to check the players' statistics. If we take advantage of this golden opportunity, we can offer them a digital coupon, a subscription, discounts on tickets, transport or advertising from a local store that sells the teams' shirts.
And the news is even better when we talk about synchronization between a Smart TV and a phone through the same Wi-Fi network. We can talk about technology capable of showing the same campaign on TV and on the mobile device.
The more this is refined, the more personalized advertising we will have and the opportunity to measure its impact on a much more granular level.
There are even cases where three or even four screens are used at the same time. And it is known that, for example, in the United States, 62% of people surf the Internet while watching a program on television , according to a publication by Nielsen .
If we look at the behaviour of Millennials, the situation is more attractive: 68% of them tend to use two screens while watching television . The main reason is to obtain more information about what they are watching.
For example, looking for more information about the stories or actors who are in their favorite shows, or entering their social networks to interact about the content they consume.
Another reason for using a second screen is to distract themselves during commercials. For this, they usually entertain themselves with social media.
[Tweet “62% of people surf the Internet while watching a TV show”]
Do TV advertisers need a second screen presence?
Nowadays, every TV campaign must have a second screen strategy. Its sweden whatsapp number database use is related to the engagement people have with the content on TV, whether it is searching for information, buying related products or posting content.
The second screen represents a reason to create immersive experiences for consumers.
And the fact is that television campaigns are not what they used to be. They no longer have the same impact. For this reason, a second screen must be integrated and this favourable change must be valued.
A study on the subject by Viant indicated that consumers engage with brands that use second screens up to 72% in the first 2 hours after the broadcast. For this reason, it should be considered as a strategy that can mean the success of a TV campaign.
Take sports marketing for example. It is common for fans to use a second screen during a live broadcast of an event.
They usually do this to check the players' statistics. If we take advantage of this golden opportunity, we can offer them a digital coupon, a subscription, discounts on tickets, transport or advertising from a local store that sells the teams' shirts.
And the news is even better when we talk about synchronization between a Smart TV and a phone through the same Wi-Fi network. We can talk about technology capable of showing the same campaign on TV and on the mobile device.
The more this is refined, the more personalized advertising we will have and the opportunity to measure its impact on a much more granular level.