Last Christmas day, during the Queen’s speech, eBay searches for pearls rose by 47% and brooches by an impressive 83%*. This is the power of dual-screening – it’s not just direct advertising influencing our dual screening habits, but the programmes we are viewing, inspiring our next online purchase.
Acknowledged as one of the biggest trends of 2014, dual screening is something we’ve all done – sitting watching TV whilst browsing on a phone, laptop or iPad – part of many people’s Saturday nights given the number of shows that now offer viewer participation via websites and social media. 60% of people say they watch TV and go online concurrently two or three times a week, and 37% claim to do so every day.
Findings from market research firm Neuro-Insight has also shown higher engagement levels among viewers using mobile devices to comment on events on the main screen, while second screen advertising is emerging as a platform in its own right. According to ITV, more advertisers were using second screen advertising and more viewers were engaging with brands via its apps as TV ads aired. “It’s a medium where people are swiping and clicking [as they use apps to play along with the programme on air] so when it gets to the ad break they are in a more receptive state,” ITV, told Marketing Week.
This opens up a window of opportunity for companies to make instant connections between advertising and buying. The crucial step from TV viewing to making a purchase is being made even shorter thanks to an increase in our engagement with technology. The key is to ensure that all digital content and strategy support any advertising investment. TV adverts that included hashtags created online conversation, with 44% of tweets about the commercial then using the hashtag, compared to 16% for brands that did not include it in their advert.
Timing is also crucial, and if it goes wrong, a campaign can fall completely flat. Furthermore, dual screening has been found to be most effective when TV content is live, or as close to reality as possible, and not require too much attention to allow discussion to generate around it – sport and reality TV work particularly well.
As a nation we are watching more TV, and our engagement with technology is increasing, so there is no doubt that a substantial percentage of future advertising must tie these two together.
If you would like help incorporating dual screening into your digital marketing strategy please get in touch.