Advertising with Second Screen: Opportunities and risks

Michael Schütz of market research institute INNCH presented a study on second-screen usage. Image: Oscar Alessio / IGEMThe study surveyed 21 people in Cologne who have an affinity for second-screen use. It emerged that the tablet is seen as the most suitable second screen. Overall, the second screen increases involvement in TV. 69 percent exchange information about a program with other people via the second screen, 48 percent obtain further information about the program and 20 percent deal with other topics.More effective advertising with second screen?Second screen also opens up new opportunities for advertisers. Cross-screen advertising is very popular when it:- Regulates the TV experience itself, even during advertising reception, e.g., delves deeper into the product world (increasing pleasure)- Creates more life, e.g., can call up additional information about personally relevant details such as models or sources of supply.- Become a (contributor) part of the public, e.g. help shape the program via feature sponsoring.If a sponsor of a program also uses advertising media on Second Screen, he is rewarded with a higher advertising impact (awareness rises from 42 percent with TV only to 52 percent). Second screen intensifies the advertising contact due to the higher involvement in the program. Second screen also increases recall of commercial breaks from 24 to 30 percent.The danger of "parallel useThe other side of the coin: The second screen can also lead to TV consumers being distracted from the advertising. In this context, it is referred to as "parallel use". However, the study concludes that if other media are used in parallel during the commercial break, this only has a slightly negative effect on advertisers in the commercial break (advertising recognition drops from 24 to 21 percent).Campaign with ShazamLinking TV advertising with second screen is a challenge for advertisers. One variant is the use of the app Shazam, which was actually designed for music recognition. Toyota and Audi are already using this form of advertising. More info on this can be found in the Blog entry from MediaAnalyzer.Next event on November 21The IGEM-The event was the beginning of a series of insider lunches on the topic of Second Screen. The next event will take place on November 21. Reto Hufenus, Head of Business Development, Publisuisse and Tobias Asch, Co-Founder of Filmwords AG in Zurich will explain the connection with TV and the benefits for TV marketers, advertisers and media agencies using the example of zwap.tv, an app for shared TV. MK-Fokus will also report on this. sw