04 Apr 4 Social Campaigns Effectively Using Dual Screens
Newly released Nielsen statistics show that approximately 41 percent of tablet owners and 38 of those with a smart phone use their device while watching television. It’s no wonder then that many advertisers and brands are considering the impact of social media on regular programming.
While consumers are dual-screening on a regular basis, most advertisers haven’t taken advantage of this opportunity.
Consider the fact that 37 percent of people claim to go online while watching television on a daily basis, according to the latest research by Thinkbox. Consumers are watching television, then having conversations and looking for ways to share that experience with social media. Brands have the opportunity to directly be part of that dual-screen experience.
Currently, many brands encourage consumers to visit their websites at the end of their television commercials, but that isn’t enough. Ian Carrington, Google’s mobile and social advertising sales director, said that brands should instead focus on creating a truly immersive, interactive, and personalized site that engages on dual screens.
In other words, it’s time for brands to take true advantage of those people who are willingly seeking to engage them online.
Recent Dual-Screen Examples
Regardless, there are several brands that are ahead of the curve and taking full advantage of this new opportunity. The technology is even evolving to support this type of advertising! Zeebox, for instance, recently released SpotSynch, which has been used internationally by nearly 4 million people.
SpotSynch works by detecting what’s on the television screen and automatically pulling up related content on smartphones and tablets. This creates an immediate call to action that literally appears in the hands of users after a commercial airs on television.
Whether it’s through SpotSynch or some other form of dual-screen engagement, here are some other brands taking advantage of this advertising method:
1. Burger King
In 2008, Burger King decided to go on a campaign to specifically promote their Whoppers. As part of the promotion, they created WhopperVirgins.com, which featured video feeds of people tasting whoppers for the very first time.
The example set here is that a dedicated domain name makes a specific campaign much more targeted and effective. The new domain can even link back to your regular site, which has SEO benefits of its own.
Heineken recently created a Starplayer app that allows sports fans to predict what the next goal, play, stats, penalties, or even free kicks are going to be. With such an engaging platform that is fine-tuned to the actual television event, Heineken’s Starplayer allows fans to participate in an amazing social experience.
3. Domino’s Pizza
During Simon Cowell’s new reality show, Red or Black?, Domino’s Pizza has made it possible to play alongside the contestants online. This online game combines the concept of TV and online marketing with high viewer engagement.
4. X Factor
Now, X Factor itself didn’t directly engage in dual-screen marketing, but six advertisers used this opportunity during the 2012 X Factor finale. Based on statistics from that evening, dual-screen advertisers had a 38 percent active engagement and 8.75 percent click-through rate. These results showcase the potential just waiting to be unlocked.
Double the Screen, Double the Impact
Advertisers have the opportunity to double their impact with dual screens. With over a quarter of the population regularly going online while watching television, the potential for dual-screen advertising has just begun. Since the person dual-screening doesn’t necessarily have to be on a site related to what is displayed on the first screen, it’s up to brands to create and shape the way this platform develops.
For now, using strong calls to action and customized sites is a solid starting point. But there will continue to be room for development and improvement.