In today’s digital-first world, television audiences are no longer surfing through different TV channels while watching the tube anymore. Many have developed a tendency to comment, critique or share TV viewing experiences with each other without having to be in the same room – all thanks to the ubiquity of smartphones, tablets and other mobile gadgets!
Digital natives and digital immigrants alike have taken to sharing content and criticisms readily on popular social media like Facebook, Instagram and Twitter. With social media continuing to shape audiences’ viewing behaviours in these ways, brands and advertisers should find commercial (pun intended!) opportunities to join in the social conversations and activities that viewers are engaging with while they watch TV programmes.
The Second Screen Phenomena
According to a Nielson research report in Q2 of 2018, Americans are regularly checking a second screen while watching TV. This is because they want to actively engage with other fans or participate in an online conversation that is related to the TV show that they are watching in real time.
The Nielsen report showed that 88 percent of the 70 million tablet owners and 86 percent of the 100 million smartphone users use their mobile devices while watching TV at least once a month. What’s more, roughly half of the tablet owners and smartphone users express their opinions about what they are watching daily, using their “second screens”.
When looking at the effect that social media has on ethnic TV viewers, compared to the national averages in the U.S., a greater percent of African-Americans, Asians, and Hispanics report watching more ‘live’ TV, being aware of more programmes, recording programmes, and enjoying television more as a result of social media. African Americans are the ethnic group most likely to sample new shows online at 14 percent, while Asian Americans, who are the fastest adopters of new technology, record more programmes than any other ethnic group.
Additionally, a separate study from TNS (Connected Life 2014) recently showed that up to 72% of Hong Kong adults viewers reported using a “second screen” while watching TV.
Offline-to-Online Engagement Increasing M-Commerce ROI
What can advertisers do with the opportunities arising from the above phenomenon? A straight-forward way might be targeting ads on social media platforms, or even pushing out in-app notifications during specific show times or even immediately when a particular show ends. Such a method is likely to be effective in generating leads among interested viewers especially when sealed with a sweet offer of the day to buy online. Using their smart phones and mobile devices, of course.
The birth of the second screen phenomenon has also resulted in the advent of second screen apps. It is now a new way for advertisers to engage actively with their audiences and monetise ad placements. The options for monetization using second screen apps can be implemented in several ways:
The trend in using a second screen or multiple devices by viewers allows service providers to serve highly targeted and personalised ads which are synced with the first screen, such as the television. For instance, a food delivery pitch could pop up to link the television viewer to a special promotion set available during the streaming of a popular show.
According to Nielsen, 71 percent of US consumers polled said they use their smartphones or smart mobile devices to look up something related to the TV content, while 41 percent said they would text, email or message someone about the content. Thirty-five percent said they shop for a product or service being advertised while 28 percent write or read social media posts about the content they’re viewing. Interestingly fans on Twitter like seeing brands join in on conversations with relevant content or deals, and the same can be said for ads — 42 percent more time is spent looking at Twitter ads relevant to surrounding content.
TV & Social Media Marketing
Since the advent of the internet, many have attempted to push to connect the web and television contents directly. Thanks to the emergence of second screen audiences, they are connected, albeit more indirectly than what might have been originally envisioned.
The first adopters started leveraging on the second screen phenomenon by directing their viewers to social media pages, encouraging them to join in the conversation about a television program they’re watching, allowing them to engage with other viewers and creating a conversation that goes beyond geographical boundaries.
For instance, HBO’s The Newsroom encourages viewers to check-in on their Facebook page to earn stickers and getting sneak peaks of upcoming episodes on their social network.
Online Sales (M-commerce)
The concept of having a second screen brings product placement to a whole new level. At present, product placements can be far too conspicuous or overlooked. With the second screen phenomenon, content producers can shift viewers’ attention to the second screen and boost sales conversions, especially inexpensive items that can drive impulse purchases, via the second screen. Also, brand recognition is easier and more prominent when the advertisement is shown simultaneously on television and on mobile devices.
How AIQ’s Video & Image Recognition AI Tech Augments Engagement for M-Commerce
Enabled by video and image recognition technology powered by artificial intelligence, television viewers can simply point their mobile devices at lucky draw contests, flash banners, or games ads to register themselves for the draws or to unlock prizes.
AIQ’s first foray into the realm of live entertainment was a collaboration with RTL CBS Asia Entertainment Network the distributor of America’s top-watched reality entertainment series America’s Got Talent, in Southeast Asia, to create a new entertainment experience for their viewers.
By creating a second screen content for them to interact with using their mobile smart devices, viewers were encouraged to download the America’s Got Talent app and point their mobile devices at the screen (while the show was being aired) to scan and uncover exclusive content, unlock prizes, engaged in shop-able experiences as well as participate in entertaining quizzes. For detailed results of the American’s Got Talent campaign, head to our Case Studies page here.
As the social TV movement continues to evolve, show producers have proceeded to deduce that to some extent, their viewers are seeking out for more differentiated experiences from their social TV services. They would want unique content and also opportunities to build more intimate connections with content creators, celebrities, presenters and show hosts. They would look out for rewards with real value, such as free merchandise.
Optimizing M-commerce Opportunities on Home TV Shopping Channels
Shoppers can now buy products of their interest when it is featured in a ‘live’ TV show, specifically, we are referring to Home Shopping TV programmes.
By using AIQ’s proprietary video recognition technology, viewers can make purchases while watching TV, totally fuss free. This is possible with merely one single scan of a smart mobile device. By scanning at the product featured on the TV screen, home shoppers tuning into the show will be led directly to the online store where the product is featured or listed. From there, he or she can add that product/s to the shopping cart, and proceed to press the “BUY” button.
This TV retail cum advertising experience will help alleviate the any home TV shopper, or even the elderly, from the hassle of having to quickly note down the hotline number displayed on the screen, make a call, remember the promo code given for that time slot, and the product name.
With just a single scan, the home shopper immediately interacts with the TV retailer being led from TV screen to online e-commerce platform. AIQ’s computer vision AI technology certainly can help them to make purchases, bridging the online to offline gap, making it convenient for real time TV shopping a possibility at any time.
In reality, the second screen phenomenon can be viewed as providing a way to optimize the TV viewing experience. It gives TV networks a new way to deliver content while making available another touch point to advertisers to contact consumers; for the consumers, they enjoy an enhanced viewing experience, and it looks like the second-screen phenomenon is probably here to stay.
If you’re interested to learn more, you can request for a FREE demo here today!