Social TV Gets Down to Business, But Still in Early Days of Development
By Rob Scott
November 21, 2012
November 21, 2012
- With a new Nielsen report indicating that smartphones have saturated 50 percent of the American market and tablets have made their way into 20 percent of American television viewing homes, executives have begun to take second screen viewing more seriously as a legitimate trend, reports Ad Age.
- Forty percent of Americans use smartphones while watching television at least once a day, according to Nielsen, and 84 percent use a smartphone or tablet while viewing television at least once a month.
- These trends have executives, like Lou Paskalis of American Express, convinced that this “is a bigger cultural shift.” Paskalis has helped his company toward a vision where consumers use “mobile devices not only to chat and communicate, but also to look for product details and make purchases,” writes Ad Age.
- While people do not like advertisements on their primary screen, second screen advertisements with relevant content could help drive commerce. This approach supplements the content on the main screen without interrupting the viewing experience.
- “No one wants to see a pop-up in the middle of their program they love saying ‘Buy this!'” says Paskalis. “The primary screen is not the way to drive the commerce.” Second screen marketing represents “a way to augment the experience without impacting the experience.”
- American Express is testing the waters through second screen partnerships with Fox and NBCUniversal. Verizon has been testing in-app voting for “The X Factor,” while Target has been steering viewers of ABC’s “Revenge” to additional content on second screens.
- “How brands will create content that isn’t annoying and isn’t disruptive and really is something worth watching and not skipping — we are in the early days of figuring out that value for the consumer,” says Jeff Jones, Target’s chief marketing officer.
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