The second screen whilst watching TV

For generations, television has been a primary source of entertainment for society. It has also been one of the most highly utilised methods for advertising by the largest companies in the world. The cost for a 30 second advert for the 2012 Olympics went for ?930,000 making it one of the most expensive ad spaces in the world. Why on earth would a company spend so much on a 30 second slot? Obviously, the returns seen from a commercial in this time slot is far greater than the actual costs, or else no one would be willing to pay such an outrageous amount. Surprisingly, with new innovations in technology, attention is now being split between television and mobile devices. Although some may see this as bad for business, it is actually extremely beneficial for marketers.

Second Screen Stats

In 2012, Nielsen, a worldwide marketing analytics company, found that 86% of tablet owners use their device while watching tv. 45% of those polled admitted that the use of their mobile device while watching tv is a daily occurrence. 26% noted that this occurs several times a day, every day. This rate is expected to consistently increase over the next several years. For UK device owners alone, it was shown that the usage of tablets (80%) and smartphones (78%) were during times in front of the television. To some, this may seem as if it is a distraction from television advertisements, but for those that truly understand the power of mobile marketing will see this as an outstanding opportunity.

Everyone can always do with new socks 🙂

Let's imagine that really interesting commercial comes on tv for a cool pair of socks (yes socks). The wheels in your head begin to turn and you realise that you may actually need some new socks. Instead of sitting there and possibly forgetting about the commercial all together, you decide to use your convenient mobile device to investigate the company advertising the socks. You reach their website and realise that they have a spectacular array of socks, PLUS they are on sale! Without hesitation, you decide to purchase a pair of socks directly from your mobile phone. Studies suggest that as technology increases and the ability to purchase goods through mobile devices becomes more convenient, the rise of products sold via mobile will continue to skyrocket.

Value for your advertising money

Let's use another scenario: Perhaps the attention of consumers has been fully diverted from the television to the mobile device. Large companies that shell out the money for commercials will be none too pleased. However, for smaller businesses, this allows the ability to further market your services and goods without having to pay ?930,000 for a 30 second time slot. In fact, the cost of mobile marketing is so minuscule, that it would take only a fraction of the amount television ads cost to reach the same number of potential consumers. Plus, research suggests that mobile marketing may be far more engaging than any other method currently available.