Imagine sitting on the sofa and watching your favorite series. Suddenly the one appears TV set a new actress you've seen before. In contrast, in which play of light was this?

That grip on the cell phone creates security. And here it is: that one Second screen. What exactly is behind the term and what development opportunities it offers marketers, we exemplify in our fee.

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The second screen phenomenon: mobile, always online

With the second screen phenomenon, users are primarily concerned with calling up information about the TV show or talking about it on social media. the significant increase depends above all on the usage habits of which consumers. Europe-wide Mobile phones are called up from the top 52 of the hundred websites above, plus tablets with a largely 3.5 out of a hundred.

In Germany how in 2020 28 out of hundred women and 35 out of hundred men were using the mobile World Wide Web every day. Whether shopping or in the TV armchair: the smartphone is always close at hand.

The use of a second screen is widespread

The potential of the second screen is revealed when looking out Distribution of the parallel use of the World Wide Web and TV. In 2020 gave out loud a study 65 out of a hundred respondents between the ages of 14 and 69 asked to access information about current TV programs online at least occasionally, while half (45 out of a hundred) of those questioned looked for information on products that were shown in the programs while watching TV became.

Which numbers reflect which viewers need to be on-the-spot to exchange what has been seen above. With Facebook and Twitter, there are also no social platforms available, in which users can intensively exchange content and broadcasts above in the comments in real time. On the other hand, fan platforms and apps set up separately for this purpose are frequented by which user group.

Apps open up mobile insights parallel to looking into the tube

Special apps, online services and widgets open up good conditions for users to have access to Parallel use. The aim of the invention in this case is to promote interaction with the audience when looking into the tube. To do this, different channels and applications are linked to one another. While a person is comfortably lying on the sofa and their mobile phone or tablet is within easy reach, advertisers have the opportunity to have this new program for their hands Advertising to use.

The viewers should exchange information

Few TV channels are already opening their own apps that escort this program. RTL how does the free app "RTL Inside". It is advertised while RTL is watching TV with a faded-in logo and is intended to entice this audience to come to life during the current program. Without content on television programs, video highlights and the opportunity to exchange ideas with friends from all over the world in communities, viewers should be drawn to interaction.

The public broadcasters now also have their own broadcasting apps at the top. That one Second German Television for example, offers its transmitter app free of charge in the app store, which is equipped with interactive functions for certain formats. If you watch a Champions League game on the second German television, you can call in information about this game while you are watching it.

The cult series “Tatort” even has a specially developed app at the top that Tatort fans can use to obtain information and exchange ideas. The added value of the second screen for the viewers is therefore in which one information gathering and what the possibility of exchanging ideas with others. The question now arises as to how exactly marketers can use this second-screen phenomenon for their own purposes.

Second screen advertising: seamless advertising

In the past, the main focus of which gift in the living room at home was mainly on the television consumer. That may be because there was hardly any other way to get information quickly and easily. That is dissimilar today. Regardless of whether the name of an actress, the nomination of which game for the round leather national team or the information about a tricky quiz question, this mobile device knows in which rule the information. 

On the other hand, it is not just the targeted search for information that leads to parallel use, but also which viewer often tries to transfer commercial breaks while looking into the tube online. This is exactly where the risk for marketers lies, not to lose the target group, but rather to lose it pick it up where it is - on the second TV set.

The marketing of which two screens are coordinated with each other

The strategy can be imagined like clockwork: so that your advertising message reaches the target group synchronously on both screens, the TV commercials synchronized with what online commercials. With what TV synchronous Online Advertising How can you manage to switch which viewer also uses your mobile device complete brown rot story to tell. But how is this possible? 

Most of the time, the synchronization will be the Automatic content recognition (ACR) technology is used, which records the advertising at the moment of which charisma. It is linked to marketing and analytics platforms and enables advertisers to digital Push campaigns in sync with the program. Appropriate SEA campaigns (Search engine advertising) can also be synchronized in this way.

Second screen as advertising space: prove your sensitivity

That fluid inheritance from TV commercials to Online marketing can the Expose a company's advertising message and set special accents. An inquisitive person who is either looking for information or is looking for specific obligations from the TV commercial is likely to be pleased with the exactly fitting online advertisement. After all, it saves him the hassle of searching in the Internet

It looks different when the viewer “flees” from which TV advertisement and immediately hits the same or a different advertisement online. It is understandable that this very person develops almost negative emotions and blocks the message.

The challenge for marketers is to present their messages with the necessary instinct, so that the ad is not qua secular, but qua found helpful will.

Conclusion: Cross-platform marketing risk

Marketing for the second screen offers companies exciting opportunities for their To reinforce the advertising message and to seamlessly pick up your own target group for possible search queries. Both the TV broadcasters and online marketers are also reacting to the strong increase in the use of mobile devices by consumers.

The synchronization of advertising messages and brand stories is a great risk for marketers, but also a challenge, because the advertising messages beyond the second screen should be designed with great sensitivity. 

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Cover picture: Maskot / Royalty Free / Getty Images Plus

Originally published on the 9th fourth month of the year 2021, updated on the fourth month of the year 9th 2021

Original source Hubspot

Published On: April 9th, 2021 / Categories: Digitales Marketing /

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