It’s a phenomenon we’ve all experienced – you’d been watching TV and an argument has started with your partner over something you just watched …’you know that woman who was in Dr Who… the one married to that famous chef’ … out comes the smartphone, a quick check on Google and everyone is happy, or not.
And it is not just smartphones, you’re just as likely to have one eye on the telly and one on your laptop or tablet – we browser restlessly through an endless buffet of infotainment titbits, our attention spans shortening by the day.
It is against this backdrop that advertisers have to work. They have to assume that once a consumer has seen your ad or read something about your product or service they will want more information and will go looking for it online. Therefore advertisers have to ensure that second screen information is in place, on all platforms, and easy to find, before they advertise.
If your second screen is not ready your competitor’s may be and a potential customer could be lost forever.
What Makes Video the Perfect Second Screen?
The essence of second screen is that it is a source of secondary information so it needs to be readily accessible, easy to understand and fast – all big ticks for online video. The prevalence of smartphones and the widespread availability of fast broadband also help. Video is also easily branded and of course you’re not limited to just live action, you can include static images, motion graphics, animation and music to enrich the experience.
Video can also be used on a variety of platforms including your own website, Facebook, Vimeo, Twitter, LinkedIn, Pinterest etc., with minimal changes.
When does the Second Screen become the First Screen?
The term Second Screen is a bit misleading because for many there is no longer an obvious First Screen. For Baby Boomers, X & Y generations you could argue it is television, for Millenniums and generation Z much less so – they expect to be able to access information and entertainment on any platform any time. This presents the biggest challenge yet to content providers and advertisers alike, that is another story…