The Marketing Power of the Second Screen

Traditional media is dying fast and social media is taking over…right?

Recent reports show that it’s not actually that clear of a story.

According to a Nielsen study, social media may actually be helping traditional media. Rather than killing TV, social is changing how TV is consumed as well as how it’s shared.

Among the key findings are that social is increasingly making consumers more aware of TV programs and making the TV viewing experience more enjoyable.

In 2013, 25% of respondents said they’re more aware of tv shows because of social media, up 7% from 2012. Social has tremendous reach, giving it a unique ability to expose people to more than ever before. It’s especially true when it comes to something as shareable as TV. Viewers are now exposed to and are watching programs that they previously weren’t aware of. Whether that’s from peer recommendations, easily consumable internet clips or better social marketing on the program side is unclear in the study, but either way, it’s great news for TV.

An increasing amount of consumers are also saying that they enjoy watching TV more because of social media. Many TV programs’ marketing efforts now include social elements, giving consumers who are on social media access to more content and the ability to connect with other fans during the show with hashtag chats. These social efforts give consumers a deeper connection to the show as well as access to a community of like-minded people.

Are second screens a double-edged sword?

The Nielsen study also revealed what TV watchers are doing on their second screens. By far the top activity was surfing the web (49% on smartphones, 66% on tablets). This is both a huge challenge and a major opportunity for marketers.

Let’s face it, dual-screeners are distracted. That means anything on the TV has to be compelling to earn the attention of consumers. If the plot is too slow or confusing or if the commercial break doesn’t catch their attention, consumers will easily shift to surfing the internet. That’s really difficult for TV shows as well as for marketers making TV ads.

On the other hand, the fact that so many people are surfing the web while watching TV presents a big opportunity for marketers to deliver an integrated and seamless brand experience. If you make a compelling TV ad that leads to rich content online, it’s easier than ever for the TV viewer to consume it–after all, it’s already in their hands.

Furthermore, about one in four is already emailing or texting their friends about what they’re watching. There’s tremendous potential for social sharing, marketers just need to earn it.

TV isn’t dead. But the old ways of thinking about marketing on TV are. We’re fully in the digital age and marketers need to think about the new behaviors digital has created.

The layering of social on top of other media has created an amazing opportunity for marketers. Nielsen’s study just cements that this change is continuing. If you haven’t already thought about how your social strategy fits in with your existing marketing strategy, now is the time.

The Marketing Power of the Second Screen