Mobile is bringing about an exciting new frontier for TV, not least in the all-important sphere of advertising.
That’s the message from our Breakfast Club
briefing, which took place last week. For the event
, we gathered some of the top thinkers (and, crucially at this nascent stage, the top doers) in second-screen
strategy over a pastry and a coffee, to tell us what they’ve learnt about this phenomenon.
The overwhelming message from the morning was that the potential for advertisers and marketers
(not to mention broadcasters) is massive. Of course, I run a mobile advertising agency, so I would say that. But the numbers coming from ITV
prove that we are absolutely on the money.
And, while it’s not yet a mainstream marketing technique, our Breakfast Club shows that you’re missing a trick if you’re not investigating what second-screen strategy can do for your brand right now.
The first is the incredible proliferation of tablets. Ownership in the UK hit 25% in Q1 2013, (Comscore, 2013) with tablet users already estimated at one in three (eMarketer) but this Christmas going into next year is likely to be the real watershed with tablet users surely being pushed over the 40% mark. What’s more, three quarters of tablet usage is taking place in the post-6pm, primetime TV window (IAB, 2013).
So what are people doing on their mobile devices while they watch TV? Well, that’s what Jon, Will, and Yodel are looking to influence. Jon drew an interesting distinction between “second screening” and “dual screening”. Dual screening, he said, is when people use their mobile device at the same time as they watch TV. Second screen is when what you’re watching on TV tells you what you do on your tablet.
Both activities have implications for marketers, but the key point is that the TV and the mobile is intrinsically linked. Now consumer behaviour has established that link, it’s unlikely to be severed.
The other consumer-led trend is the definition of watching telly. Television is no longer the box in the corner of the living room; it’s simply the content to be consumed however the consumer sees fit – be that in the lounge, on catchup services online, or on the mobile device.
For brands that use TV, it therefore makes a lot of sense to get their campaigns onto mobile devices. I’m confident that over the next 10 years, the mobile will become the main transactional tool for buying goods
– making it even more vital for brands to establish a mobile advertising presence.The good news is that right now, brands that test and experiment with second screen experiences are not only likely to see strong results, but they’ll also steal a march on their competitors. At this point, only a handful of brands are really embracing the second screen trend. However, given the numbers from the likes of ITV and Shazam, it’s only a matter of time.What’s next for Shazam and ITV? And what’s all this about ITV’s 29% click-through rates? More to come from ITV’s Jon Block and Shazam’s Will Mills in part two of our Breakfast Club report to be released soon.Join our#mobilemarketinguk linkedin
group to keep informed of all the latest Yodel Mobile insight, and to ensure you get an invite to the next Breakfast Club event.
If you’d like to discuss your mobile strategy with us, do get in touch! And make sure you follow @yodelmobile on Twitter