The Rise Of Second ScreeningEmily Diment | June 11th 2015
This session is being led by Fiona Smith of wywy and is looking at second screening – a buzzword growing in popularity within the digital industry.
Second screening is all about real time connected story telling
The industry is exploding with apps and devices and is making traditional storytelling more difficult. The challenge is how to connect users across multiple devices.
Storytelling hasn’t evolved since the time of the cavemen. Cave paintings on walls helped to relay a story in a better way than just facts and it has helped to tell the story of people who lived thousands of years ago. Walt Disney was the greatest storyteller, and the power of storytelling helps to humanise brands and humanise characters.
The world is moving too fast
The problem with the digital industry is that it is so busy that we often lose touch of the story that companies are trying to convey across all the different media.
Nowadays, people get hit with over 5000 messages targeting them every day. Did you know that media touchpoints have increased by over 220% over the last 10 years?
Multi-screen consuption has become a habit rather than a trend. It has become more natural, for example, for people to watch TV whilst using their phones, tablets or a laptops. People no longer pay attention to TV ads because their focus is on their digital devices rather than the advertisements on their TV screens.
Customise and target content for consumers
Around 40% of desktop websites and 55% of mobile websites don’t change their content around their TV commercials. This means that content and storytelling has become diluted by 2nd screening which is why bounce rates are around 50% in the UK. People’s attention span has decreased significantly with the introduction of more devices. Companies should create bespoke content on their websites which forms part of the story that is being told by TV advertising.
Search marketing needs to link up to TV and above-the-line ad campaigns – studies have shown that TV ads can drive an 80% rise in branded search traffic. 27% of ad viewers go to search engines to look up a product after seeing a TV ad.
Searches for a brand during a successful and targeted ad campaign will jump up by between 60% and 80%.
Brands need to utilise search marketing as part of their TV campaigns using highly targeted branded PPC ads to connect the consumer to the most appropriate web content when searching for the product post-commercial.
The Nissan Juke ad campaign is a great example of intergrating TV with digital and multi-devices. Nissan wanted an innovative way to recapture consumer attention. They teamed up with wywy to use automated content recognition technology to enable the brand to sync TV ads to Facebook. Nissan experienced a 39% uplift in brand awareness than TV ads that are solely on TV.
To find out more about the Nissan campaign and read the case study click here.