Second screen usage is huge. Second- screen usage is the latest way consumers engage with television content.
According to the latest Nielsen data, 75% of smartphone and tablet users are engaging with second screen content more than once a month as they watch TV. And about half of those people are engaged with second screen content daily… that”s about 50 million people!
This is good news for brands and advertisers, according to Nielsen’s Eric Ferguson, VP Media Client Services, because the additional exposure across screens is having a big impact on ad effectiveness.
While some might consider the second screen a distraction, Ferguson notes that “It is both a distraction and a boost for TV content. But the engagement is highly effective.”
The advertising effectiveness is going up because of it. Ferguson notes, “Second screen is especially strong as was ad memorability.”
But what about the added frequency which which we see and/or hear the commercials. Isn’t the constant banging over the head with the same spot turning the viewers off?
Ferguson added that “Additional frequency benefited overall performance. Information overload is not the case.
Overloading benefits performance.”
In essence, the more you bang the same message out to the public, the greater the chance for first, hearing what is being said; secondly there is a better chance of the viewer understanding what is being said and finally their is an increased chance that the viewer accepts what is being said in order for the call to action to be made.
This has been known for ages, or at least since the early ’50s. It takes a potential customer 21 times to understand what you are saying. Then its up to you to bang some more to get them to get up off their couch and walk into your store.
Remember, this all is made possible because of the power behind the second screen…the mobile devices. If you are a manufacturer or retailer and are using television to spread the word about your brand, remember, about 50 million people daily are using their mobile devices to screen content. While mobile are just devices, it is important to understand that these tools are allowing your messages to get to your prospective customers NOW…and more than ever before.
That is why we say, MOBILENow.
For daily integrated marketing innovation, go to: http://www.facebook.com/cnasophis.
For daily media updates, go to: http://www.facebook.com/overtheshouldermedia.