Tag Archives: Second screen

The “Snap Back” effect and our second screens

You know the routine.  You’re watching something on TV, but your phone or your iPad is distracting you.  Our primary screen is the TV, but it seems we’re spending 34% of that time on our second screens. 

That’s a hefty number! As you can imagine, the advertisers want to know how to engage us, how to snap us back. How can you get creative?
Dan Aversano from Turner Broadcasting Sales is interested.  They’re doing the research to help.  Some  suggestions:
-Upbeat music snaps us back.  Makes sense, right?
-Context matters.  Give us something interesting!
-Contrasting audio cues can do a great job of bringing attention back.  
-Sound the alarm, literally.
-Human connections matter. 
-Show talent, celebrities matter.
-Use humor.  Of course!
-Create SnapBack before pivotal branding moments.  Make sure you’ve got their attention before your moments.
There’s a roadmap for success.  There are creative elements that can be considered.  There are things you can do to make your ads work even better in this world of second screens than before.  We’re staying engaged, we’re not changing the channel, we’re not going to the refrigerator.  Dan Aversano and Turner are helping us to create this new, creative type of ad.  


Karen Yankovich is a social media brand strategist, business consultant and speaker, and the CEO of Uplevel Media.  Having ‘been there and done that’ in the arena of losing (and then re-finding) a focused approach to business and life, Yankovich now offers coaching and consulting for entrepreneurs and small businesses. Her unique specialty blends her ‘get it done’ attitude with a passion for authentic connection in her personal services and online workshops. Social media and LinkedIn Evangelist, Yankovich guides entrepreneurs to creating wealth by combining smart business practices with simple proven systems that develop and maintain strong customer relationships. She offers results oriented and expert conversational marketing strategies that position her clients to bring in instant results. Yankovich’s background includes over 30 years in the fields of information technology, marketing and customer relationships, making social media her ideal niche.  www.karenyankovich.com

Live from #MediaInsight: Second Screens: Building Show and Advertising Engagement

Kimberly Maxwell, Senior Director Strategic Insights Research, VIACOM ENTERTAINMENT GROUP explains how second screens can enhance engagement 

We live in a multi-screen nation – 4.4 hours of daily leisure time is spent in front of screens.
There’s no greater time to be a TV fan – 2013 had the most hit TV shows ever, and there are more ways to access content than ever before. 
Second screens “aren’t competing…they’re completing the experience.”
70% of the total population uses a second screen while watching TV – and 40% engage with a TV show AND use second screens when viewing TV.  
Phases of second screen usage:
1.0 – the original emergence of social media
2.0 – apps give us new ways to consume TV content
3.0 – this is where we’re heading – custom apps that provide a curated experience, such as the Little Mermaid iPad app that accompanied the theatrical release
Second screens are now feeding anticipation.  Networks can use social media and digital platforms to keep people engaged, even during the off-season.  
Engaging shows can enhance the high with second screen experiences.  Here viewers aren’t distracted by second screens, but are using them to follow what others are saying, play games, look up background information, etc.  
Engaged second screen users are 3.5 times more likely to say that they “feel more excited about the show I’m watching.”  They are more connected, and pay more attention while watching TV.  These viewers are also more apt to feel positive about brands that sponsor quality programming, and to seek products they saw in/advertised on their favorite shows.  
For advertisers: give consumers content to extend the high, create custom experiences, and own the space with complementary ads – ads that match the content of the the show itself in terms of theme, style, etc.    
ABOUT THE AUTHOR
Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

Live from #MediaInsight: Highlights from this morning’s Keynotes

David Poltrack, Chief Research Officer, CBS explains how new platforms and new metrics impact broadcast TV and advertising 

We are in the “transitional” season of TV: more has changed in the past 2 years than the past 20.  
Programming offered on traditional TV only reaches on 33% of the potential audience – embracing other platforms is key. 
75% of broadband only subscribers have never had cable – they are younger, better educated, but lower income.
It’s important to understand the disconnect between intent to view and actual viewership – while an average of 40% of people say that they are likely to tune into the programming tested at CBS’s research facility, Television City, actual tune-in is significantly lower.  But now, with so many new platforms, tune-in numbers are on the rise.  
During primetime, the number one source of viewing is not any of the major networks, but DVR playback.  
“From adapt and survive to adapt and thrive” – this is TV’s new reality.  
Audience segmentation has seen a major shift – it’s no longer about straight demographics but shared viewing habits.  
Hit programs become hit programs because everyone is watching them – it’s not owning a single demo, but appealing to everyone no matter how they consume their content.  
For advertisers, media analytics have become much more important.  To truly understand ROI, it’s necessary to look at the full picture and understand a show’s performance across all platforms.  
Every segment of TV viewers streams more than ever before, but the devices they use are different.  
The future of advertising is interactive – now, advertisers can shout out a message and consumers can do something with it via the second screen devices they are already using.  
Contagious: How to Make Products, Ideas and Behaviors Catch On
Jonah Berger, Professor of Marketing, THE WHARTON SCHOOL OF THE UNIVERSITY OF PENNSYLVANIA, Author, Contagious: Why Things Catch On

“Word of mouth generates more than twice the sales of paid advertising in categories as diverse as skincare and mobile phones’ – McKinsey Quarterly
Only 7% of word of mouth is online.  It’s not that online isn’t important, but that offline is as if not more important.
Six “stepps” to making something contagious: Social Currency, Triggered, Emotion, Public, Practical Value, Stories
Choices communicate information – if you see someone in a minivan, you automatically assume it’s a parent with kids who play soccer.  
McDonald’s McRib sandwich – maybe not the best sandwich, but a genius move by McDonald’s to limit availability and create demand.  
Finding the inner remarkability is key to driving word of mouth about a product.  See this example using a simple blender: http://www.youtube.com/watch?v=qg1ckCkm8YI
It’s important to be top of mind.  Take Cheerios vs. Disney World.  While Disney World may be great, you forget about it a week after you get home.  But you eat Cheerios every morning, 365 days a year, keeping a boring cereal top of mind.  
“Think of things in the environment that will remind people of you.”  Find the right triggers to keep yourself (or your product) top of mind.  
When we care, we share.  An emotional response is what gets us to spread the word.  
It’s not just about revealing the facts, but telling the story.  You may not care that Subway has 5 sandwiches with 5 grams of fat or less, but you care about Jared.  
Live, Public, Conversational: Recent Learning from Twitter Research

Jeffrey Graham, Global Ad Research Director, TWITTER

Money Question #1: Does Twitter detract from TV advertising due to second screen usage?  In measuring ad recall, Twitter found that using Twitter while watching TV increased recall significantly.  Not only this, but using Twitter also increased brand favorability and purchase intent among TV viewers.  
Money Question #2: How does Twitter truly impact TV ROI?  Twitter used three different methodologies with three different vendors to get at the answer.  In both the US and UK, Twitter found ROI increases from 8% to 51% when Twitter is being used concurrently with TV ads.
Money Question #3: How does Twitter impact TV program selection?  It was found that TV ads in highly social shows drive higher incremental sales than shows that drive less conversation on Twitter.    
Money Question #4: Are TV commercials with hashtags more likely to drive conversation?  Yes!  Advertisers who provided a hashtag drove 42% more conversation within a 3-minute window surrounding the airing of the ad.  Also, these conversations tended to be more relevant and positive than the conversation surrounding ads without hashtags.  

ABOUT THE AUTHOR

Ben Proctor is Insights Strategist at Miner & Co. Studio, a New York-based consultancy

The State of Social TV and the Second Screen

On the slidedeck, The State of Social TV and the Second Screen shared by Shayna Blumenthal, Marketing and Social Media Consultant, she offers some insights in the current evolution of the Broadcast and Media industry:

 For example, 95% of all public chatter about TV happens on Twitter – Social can drive up to 50% of the conversation centered around sports, and speculates on what’s to come in the future.