Mobile advertising: how can advertisers capitalise on the second screen?
In the first of a series on mobile advertising as part of The Drum's Mobile supplement, here we take a look at the trend of dual screening and its impact on mobile advertising.
With an estimated 38 per cent of smartphone users using their device while watching TV at least once a day (Nielsen), what opportunities are there for advertisers to capitalise on this?
Ben Williams, trading director EMEA, InMobi
The answer here is in the question – consumers are using and engaging with their phones while watching TV, so synchronisation is a massive opportunity for advertisers. Delivering interactive content that is relevant – and incentivising – to the programmes being watched will capture the imagination, and make the advertising more relevant and personalised. For decades, advertisers have spent vast sums on TV advertising (with questionable measurable return); the shift toward second-screening gives the opportunity to spend the money wiser on a different screen, yet in the same user-scenario.
Jocelyn Bull, marketing director, Somo
TV viewing used to be a passive activity but mobile technology has transformed this.
Mobile provides an ideal opportunity to drive both direct response and further engagement at the point of brand messaging – i.e. when a viewer is in front of the TV with their smartphone or tablet in hand. Adopting a dual screen approach to marketing, and optimising presence in mobile media can drive significant measurable value from your TV budget. Simple steps to take include linking your mobile display advertising and search activity to your TV schedule to leverage mobile as a direct response channel.
Stephen Jenkins, marketing director EMEA, Millennial Media
We believe the ‘first screen’ is always changing, and in this new age, the first screen is whatever device happens to be in front of a consumer at that particular moment. Advertisers who don’t feel that TV is the right medium for them can use mobile to still reach consumers in primetime, and for advertisers who have dedicated spend to TV, mobile can serve as a complementary channel that amplifies their message.
Mark Brennan, head of mobile, Carat
Brands should be tailoring their call to actions with mobile in mind. Audio watermarking TV copy with Shazam is a great way to distribute compelling content. The trick is not to misuse it. For less exciting brand narratives, flighting display, search and social around key TV events. Brands need to be immediate and available.
Phil Cooper, European MD, BrightRoll
Improved technology in the mobile space and accessibility by consumers to mobile devices has made multi-device targeting a feasible option for advertisers. In the video sphere, it allows us to deliver conventional TV advertising against TV content on mobile devices, with precise targeting. The opportunities with mobile video advertising: to integrate messages, and provide a brand journey for consumers is an exciting future if advertisers can take up the challenge.
Martin Jordan, marketing director, Equator
There’s definitely a gold-rush on to capitalise on the second screen phenomenon currently taking place. With Sky scooping up a share in Zeebox and TV shows now carrying multiple hashtags, the race is on to get people interacting on two screens.
However, I don’t believe the biggest opportunities lie here. After all, in both cases, these routes are only used once the user is already watching – and in the process of doing so, actually distract the user from the key revenue-generating stream of TV ads. Rather, what is needed is some clever marketing and technology which encourages people to step away from their Facebook and watch TV again. The principle of commercial TV actively encouraging users to be distracted from the big screen just does not make a lot of sense.
Tim Dunn, director of mobile strategy, glue Isobar
The first is to simply convert leads. Our ATL raises awareness and creates that basic impulse to proceed along the journey to conversion and purchase. This can be achieved through everything from mobile search prompts to SMS shortcodes to audio-tagging, depending on your category and audience. Even upweighting your search activity during airtime should be a must. Allied to this is the creative opportunity to take part in the inevitable conversations caused by high-profile TV ads on Twitter. By capturing and encouraging this conversation, and playing your part in it as a brand, you get to engage more deeply with brand advocates while extending the reach of the advert more widely.
Matt Champion, media services director, Fetch
What this means is that brands can engage with consumers at the same time from two different channels: TV and mobile. If they see your ad on TV, people might use their smartphone to look up more information about you simultaneously.
Brands need to have a mobile presence. A mobile optimised site is a good place to start, because it will ensure users get a better browsing experience. People using their phones at the same time as watching TV are more likely to look up information about the brand being advertised. Therefore brands need to make it as easy as possible for people to find that information – user experience and availability of information on mobile is key.
As well as the opportunity to engage audiences across multiple platforms, there is an opportunity for advertisers to target consumers based on behaviour patterns. Consumer behaviour data has shown that smartphone usage, as well as joint TV and smartphone usage, is higher on weekday nights. Brands can leverage these key times to target audiences.
David Fieldhouse, co-founder, Linking Mobile
The major opportunity here for smart brands is the ability to analyse TV executions overlaid with mobile/tablet search queries. Mobile provides an immediate way for consumers to access more details about a brand (following a TV ad) and the majority will begin this journey via search. The growth of m-commerce means many of these consumers will go on to purchase via their mobile device. Brands can now measure the effectiveness of a TV campaign by the volume of mobile search queries they see – this data will be invaluable.
This feature is published as part of The Drum's Mobile supplement.
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Somo is a leading digital product agency, delivering digital ambitions at pace and scale for some of the world’s biggest brands, including Audi, HSBC, Vanguard, Vodafone, Virgin Media, and many more.
Since 2010, we’ve pioneered over 1,000 digital products for over 100 clients across a plethora of industries, winning award after award for our work, culture, and growth. We’ve been recognised as #1 pure-play Design and Build agency (The Drum, 2021), European Digital Transformation Company of the Year (CIO Applications Europe Magazine, 2021), #1 agency for creativity and innovation, digital strategy and software development (The Drum Recommends, 2020-21), the UK’s best medium-sized company to work for (Campaign Magazine, 2021), Colombia’s best digital agency to work for (Great Place to Work®, 2021), and one of America’s top workplaces (#1 in D.C. and South Carolina; Inc. Magazine, 2020).
Headquartered in London, Somo has five offices across the UK, US and Colombia.
InMobi is the leading provider of content, monetization and marketing technologies that help fuel growth for industries around the world. The company’s end-to-end advertising software platform, connected content and commerce experiences activate audiences, drive real connections and diversify revenue for businesses everywhere. With deep expertise and unique reach in mobile, InMobi is a trusted and transparent technology partner for marketers, content creators and businesses of all kinds. Incorporated in Singapore, InMobi maintains a large presence in San Francisco, London and Bangalore and has operations in New York, Chicago, Kansas City, Los Angeles, Delhi, Mumbai, Beijing, Shanghai, Jakarta, Manila, Kuala Lumpur, Sydney, Melbourne, Seoul, Tokyo, and Dubai. To learn more, visit inmobi.com.Find out more
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Today, advances in digital technology and changing consumer behavior has created an era of unprecedented complexity and opportunity for clients. Media is now an ecosystem that includes bought, owned and earned communications. In this new era, Carat is leading and shaping the industry once again, using media in new ways to deliver business value to clients.
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