(Second Screen) Second screen advertising drives customers to their second screens (smartphones, tablets) to access more content and, as a result, view more advertising. Over 80% of smartphone and tablet users use their devices while watching television, according to Nielsen. Second screen advertising depends on this growing habit of multi-tasking, which is often a blending of entertainment and shopping. The key to brands is to create mobile ads and ad experiences that are relevant to first-screen content in order to capture more of consumers' attention.
An example of second screen advertising is The Walking Dead Story Sync. A user of the second screen app said ‘When I sat down this past Sunday for the mid-season premiere of The Walking Dead, I didn’t unplug like I normally would. Instead I kept an iPad at my side, and while Rick Grimes, his son Carl, and the sword-wielding Michonne battled their way through a zombie apocalypse, I took part in polls, reminisced about older episodes, and got a glimpse of what was yet to come. It was courtesy of AMC’s Story Sync, a custom app and web experience designed just for that network. While second-screen viewing can often feel like the great promise that’s never quite delivered, AMC is doing everything it can to buck the trend and it feels like its succeeding.’
An example of second screen advertising is The Walking Dead Story Sync. A user of the second screen app said ‘When I sat down this past Sunday for the mid-season premiere of The Walking Dead, I didn’t unplug like I normally would. Instead I kept an iPad at my side, and while Rick Grimes, his son Carl, and the sword-wielding Michonne battled their way through a zombie apocalypse, I took part in polls, reminisced about older episodes, and got a glimpse of what was yet to come. It was courtesy of AMC’s Story Sync, a custom app and web experience designed just for that network. While second-screen viewing can often feel like the great promise that’s never quite delivered, AMC is doing everything it can to buck the trend and it feels like its succeeding.’
(Breakdown) Extra applications online as well as on smartphones and other digital devices like the Hunger Games app and website, and the Walking Dead games and Harry Potter website, make good components of a digital marketing campaign and promote the concept of the second screen at the same time.
Other Examples
- HBO Go
- Nickelodeon App
shows. What makes this application stand out would be the extra content provided for Game of Thrones which millions of fans absolutely love.
Creative Achievement in Interactive Media’’. This application makes sure to update daily with new content for those tech-savvy younger aged viewers along with all the network’s usual zany tone.