Second-Screen Revolution

Here are some stats for you:

  • More than 80% of smartphone and tablet owners use these devices while watching TV.
  • At least 25% of U.S. smartphone and tablet users use the devices while watching TV multiple times per day.
  • 51% of those who post on social media while watching TV do so to connect with others who might also be watching the same thing.
  • 24% of Facebook users report posting about the movie they’re watching (in the theater!).

In other words, the Second Screen has arrived, but the revolution awaits us. In 2013, brands, media companies and marketers are going to get far more aggressive and inventive when it comes to second-screen engagement. Mondelez’s (a Kraft spinoff) VP of Global Media Bonin Bough reported engagement is far stronger for second-screen integrated marketing programs than for traditional online brand advertising (read “banners”).

Marketers see blood in the water, and in 2013 they will release the sharks.

This is not a bad thing, but the old days of getting the full entertainment experience on screen 1 (TV, movies) is quickly coming to an end. Companies will expect you to watch their shows and see their product pitches with smartphone in hand and tablet (still usually the iPad) on your lap.

Meanwhile, a legion of second-screen engagement enablers like Shazam, Zeebox (both of which were on my panel), Viggle and GetGlue are lining up to help you connect big-screen consumption with small-screen activities.

Their goal will be not only to enrich your viewing experience, but to also extend the consumer connection as you turn off the TV and walk out the door with your smartphone in your pocket. Twenty-four-seven entertainment and branding will be the norm in 2013, though you won’t always be aware the connection between what you saw on your first and second screen at home and what your smartphone is telling you as you pass the local Wal-Mart.

Comments

Param's picture

Second Screen is the use of an additional monitor (e.g. tablet, smartphone) while watching television. It allows the audience to interact with what they’re consuming whether it’s a TV show, video game or movie.

Dilip's picture

Studies already show that television is watched overwhelmingly with a tablet or smartphone in hand. They are also used to supplement the viewing experience

Udita's picture

A new study asserts that the more you multitask using multiple screens, the more likely you are to feel depressed or anxious. In the survey of 319 college students, research team found that those who used multiple media devices the most were almost twice as likely to report depressive symptoms as those who used a second screen the least. They also found a similar increase in social anxiety symptoms between those two groups.

Amit's picture

 "Second-screen experiences" is a buzz-phase among TV and movie execs these days. It refers to apps (mainly on the iPad) that listen to the audio output of your TV and display content related to the show or movie you're watching. The chances are that you already use your tablet computer or phone while watching TV, so there's ample opportunity to make the viewing experience a more interactive one.

Disney already has second-screen apps for movies such as "The Lion King" and "Bambi," while multiple TV networks have similar offerings.

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