The trend of second-screen marketing has significantly increased in recent years. Brands are using parallel screen usage to reach their target audiences more effectively. Second-screen marketing allows for engaging customer attention across multiple screens and increasing visibility. This phenomenon is not limited to television but is also being used in other areas such as e-commerce and marketing strategies. By integrating online and offline channels, brands can accompany their customers along the customer journey and utilise multiple touchpoints to maximise the impact of their campaigns.
Second-Screen-Marketing ist die Nutzung eines sekundären Geräts, wie zum Beispiel eines Smartphones oder Tablets, das parallel zu einem primären Gerät, wie einem Fernseher, verwendet wird, um mit Inhalten, einer Kampagne oder einer Marke zu interagieren.
Second-screen marketing refers to the use of an additional screen while viewing content on a primary screen. This can occur during television viewing, online streaming, or even at live events. Users turn to smartphones, tablets, or laptops to search for further information or to discuss what they are seeing on social networks. This phenomenon offers brands the chance to reach their target audiences interactively and increase the awareness of their products.
Examples from practice
An example of successful second-screen marketing strategies is the combination of out-of-home advertising with online platforms. Companies such as Pinterest and Ströer have developed an integrated framework that combines online ads with digital out-of-home locations. This allows brands to accompany their target audiences along the customer journey and create a seamless world of experience [1].
Creating interactive experiences
The use of second-screen technologies opens up new possibilities for creating interactive experiences. Especially in e-commerce, it is important that users can search for products on an additional screen while watching television and order them directly. This approach not only strengthens the connection between TV and online, but also increases the conversion rate through targeted advertising and mobile targeting [2].
Advantages of second-screen marketing
Another advantage of second-screen marketing lies in the possibility of reinforcing the impact of advertising messages. By displaying advertising on multiple screens simultaneously, user attention can be significantly increased. Furthermore, the second-screen approach offers the chance to interact directly with target audiences, thereby enhancing the success of marketing campaigns [4].
Practical applications
Practical applications of second-screen marketing range from the development of dedicated apps that make TV programmes more interactive, to the linking of CTV with mobile devices. This allows brands to refine their CTV targeting by integrating smartphone usage data and measure the efficiency of their campaigns [6].
Success stories in marketing
There are numerous success stories for second-screen marketing. One example is the synchronisation of TV and online advertising to increase brand awareness. By using ACR technology, advertisers can link their TV spots to online advertising in real-time, thereby increasing the effectiveness of their campaigns [12].
BEST PRACTICE with one customer (name hidden due to NDA contract)A prominent fashion company utilised second-screen marketing to increase the visibility of its products. By combining TV commercials with interactive online offers, the company was able to boost purchase incentives for its customers and strengthen its connection with potential buyers.
My analysis
Overall, second-screen marketing offers comprehensive opportunities to reach and engage target audiences. By integrating different screens, brands can accompany their customers more effectively and increase the impact of their campaigns. As a coaching provider for brands, our aim is to leverage the potential of second-screen marketing and support companies on their journey to more successful marketing strategies.
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For further information, you can visit the following sources:
Pinterest and Ströer launch new second-screen approach
New technologies for second screen applications
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