Second Screening: time for TV ads

“Second screening” (looking at your phone, tablet or laptop while watching TV) is a topic that I need to bring back to the frontline especially since we are now affected by a “breaking news” crisis.

If we talk about advertising psychology, this unique situation has a big impact and effect on viewer behaviour. More and more people are watching TV news, TV shows, TV series while being on social media, or googling something they just saw on TV.

In the US or the UK, more than 70% of adults are using a second screen (Statista).

Therefore, If you know your audience, you should embrace this shift in behaviour. You must know what their favourite shows are, what channels they mostly go-to for your TV media buy, or what series they are watching to better your product placement.

Traditional media was never dead, just “poorly marketed” these past years by all the digital outlets.

P.S. A while back, Kasper Brandi Petersen from LABFRESH happily recognized the comeback of TV: “Last week LABFRESH were on the biggest morning show in The Netherlands. Both traffic and sales exploded. Just like it exploded after we were in the Danish show “Løvens Hule ” (Shark Tank) last year”.

I am curious to hear your thoughts. What type of media are you most focused on?