Second Screen



Figure 1 New York Times

Updated May 1, 2012

Second Screen! Have you ever heard of this feature? It is what a lot of TV watchers are now using to avoid commercials that would otherwise interrupt their television experience. Many users watch their favorite shows, but as soon as a commercial comes on, they can choose to stream a new show or blog about the show they are currently watching. The ads are still on the screen, but the watcher’s attention is now diverted. Second Screen entertainment might be able to get away from full length commercials, but not all of the ads.

You might think, “Why would advertising companies want to invest in Second Screen advertisement?” According to forbes.com “eMarketer predicts that in 2012 about half of all U.S. mobile phone users will own smartphones, and about 25% of all internet users will own a tablet (mostly iPads). Additionally, over 70% of those tablet owners are already using their device simultaneously while watching TV, almost daily.”

CEO Seth Tapper, of Second Screen, gave an example to CYconvergence of how the Second Screen model works. If users are watching a specific TV show, like American Idol and commenting on the singers via the website, with their tablet, a full 30 second ad for Pizza Hut is being aired. An ad will also appear on their tablets, with a menu, and a possible “order now” button. The user might not be listening or watching the 30 second Pizza Hut commercial on TV, but they are still being exposed to the advertisement via their tablets.

Second Screen Networks defines Second Screen as social TV audiences being connected through their Second Screen. They are still linked to TV advertisements while also being exposed to running TV spots. The graph located to the right of the article, from Second Screen Networks, depicts how the connectivity works.

Companies are working to develop apps that will connect advertisements to all of your Second Screen using. Randal Stross, a writer for the New York Times, wrote an article about how apps will be trying to get users to opening up their Second Screen first  to keep them from opening their usually screen (TV) first. Posted to the right is a video showing the interaction available through second screens.

 Advertisers benefit through Second Screen because it will be accessing a site identical to the one the viewers are already watching, ultimately exposing them to the same advertisement they are already being shown, on the first screen.