Second Screen Advertising: 4 Proven Strategies to Attract and Convert 65% Customers

65% of the users go directly to their second device screen to check out the information, prices, and comparisons after they have checked a product in the first place. [Source: mountain research]

Just to check: How many devices are ON right now while you’re here? 

If there’s more than one, welcome to the second screen behavior pattern. 

Just like you, several humans there use multiple devices together. This is the right chance to level up your brand game. 

Exploiting this habit can help you reach: 

• 95% Millennials
• 94% Gen Zs
• 90% Gen Xs
• 85% Baby Boomers

[Source: Big Village]

That’s a lot of people. And this is what any brand wants– 

Connecting with viewers through several screens– primary and secondary. 

The second screen works as a great bait to draw your TG in. 

They might be looking for something on secondary devices as they’re using the primary one. 

Here– you show up with your brand content! 

Let them know you have the right stuff related to what’s shown on the main screen. 

This is what second-screen advertising is. The benefits of such a technique are countless. 

You get to enjoy–

• Viewer engagement
• More brand awareness
• Boosted conversions
• And increased revenue 

Want them all? 

Then make sure the content is efficient enough to hook people. Plan a nice method to shoot the right content toward the right humans at the right time. 

We might help you out here and guide you on how to leverage the second-screen advertising technique. 

Highlights: Second-hand Screen Advertising 

• The concept started during the 1990s. 
• Over 84% of US people use secondary devices. 
• Second-screen advertising focuses on second-device users. 
• The method helps enhance engagement with synced content. 
• Content alignment, using social media, designing interactive ads, and personalizing content are the 4 strategies to leverage second-screen advertising

What is Second-Screen Advertising?

Ads that pop up anywhere but on primary screens like TV. 

Second-screen advertising is a marketing strategy that uses secondary devices to show ads while you watch content on primary ones. It connects different devices to help viewers get extra info or shopping options. 

Here the secondary screens can be your– 

• Smartphone
• Tablet 
• Laptop
• E-reader

You mainly see the ads on the second screen that match or add to what’s on the main screen. 

Relatable Read: How to Make a Commercial? – LocalEyes Guide

Although the primary device is usually the TV, it’s not always the case in today’s era. Generally, the first screen is where you focus on the main content initially whereas the second screen is for multi-tasking. 

So, your phone can be the primary device and your TV can be the secondary one. 

Such an approach enhances traditional advertising. It allows brands like yours to create interactive experiences that go with the primary viewing content. 

The technique targets people who are on multiple devices simultaneously. 

Showing relevant content, it works to– 

• Capture and sustain viewers’ engagement
• Boost real-time interactions
• Give more details on the topic
• Provide purchasing opportunities
• Drive sales and conversions

Examples

Let’s say, a cooking show is running on TV. You might notice ads for kitchen appliances or ingredient brands on your phone. 

Or, 

You’re watching a movie on YouTube on your phone. Your smart TV could show a Netflix promo saying “Watch on TV” to get you better experience. 

This relevance lures audiences to engage with the ads further.  

Relatable Read: How to Make a YouTube Playlist? – Step by step guide

4 Proven Strategies to Leverage Second-Screen Advertising

1. Aligning Primary and Secondary Content

Sync your ads on the primary screen with complementary content on other platforms. 

Viewers would love to check ads that align with what they’re already watching. Like this– 

[Image Source: Flatpanels]

You– be the good brand– must feed them that. 

Let’s say a character is playing football on TV. Consider running promos for hears, shoes, and jerseys or sharing fun facts about the sport. 

To align primary and secondary content–

• Schedule your brand content and match the show’s airing time. This efficiently draws attention. 
• Use themes, colors, and messages similar to the content on the main screen. This creates familiar experiences for people. 

2. Using Social Media Platforms As Secondary Screens

Social media has around 6 billion users, as per Data Reportal. 

A survey by the Big Village found that–

61% stay busy on social media while being on their primary screen. Among various platforms– Facebook, YouTube, Instagram, Snapchat, and TikTok were the most frequent ones. 

[Image Source: Big Village]

You can take this habit to your advantage. For instance– 

A music award show is going on. Brands can host a live Instagram Poll. There, followers can vote on their favorite nominees in various categories. 

So, to make the use of social media effective for second-screen advertising, try out this–

• Create short videos, memes, and GIFs that viewers can share. It helps brands part of the conversation. 
• Post questions, polls, or comments in real time on social media that viewers can respond to. 

All these will help increase engagement, build buzz, raise brand awareness, boost retention, and drive sales. 

3. Creating Interactive Ad Experiences

Get them involved. 

You can do this through interactive ads like the shoppable ones. 

[Image Source: Modelry]

Such videos carry various interactive elements to let viewers communicate with you, your brand, and your product. 

The elements can be– 

• Clickable Buttons
• Surveys or Feedback Forms
• Shoppable Buttons
• Augmented Reality
• QR Code
• Live Chats
• Contests and Giveaways

Another great technique will be- Developing an app. Design it in a way so that it syncs with the main screen content. Integrate polls, games, or exclusive deals into the app, and attract people. 

This encourages your viewers to actively engage with you rather than passively watching. 

For this, make sure to– 

• Incorporate stronger calls to action into the content. Make the instructions simple. For instance, SCAN THIS CODE or BUY NOW!
• Offer inviting rewards like– discounts or prizes through your brand video. This makes viewers feel more connected to the brand. 

4. Personalizing Ads Using Customer Data

Make viewers feel valued. 

In that case, personalization rules. Several brands tailor ads to fit the interests and behaviors of their target group. 

Wonder how they do that?

Simple– Using customer data. 

[Image Source: TechTarget]

You can easily reach people with that. Customer data is mainly the demographics of your audience. 

This includes— their age, interests, location, and online action patterns. 

Such data is gathered through activities like browsing–

• History
• Purchases and 
• Interactions with your content 

It can help you “GET” what people like and how they behave online. Using this data, you can create videos and design messages that match what someone is interested in. 

Let’s say John, a potential customer frequently searches for workout gear. 

Show him ads for a new fitness brand or relevant product as he watches a cardio video.

Hanna, another, potential customer, has recently searched for vacation destinations. Show travel-related ads like AirBnB as she enjoys a travel vlog. 

The goal here is to–

• Make the video feel like it was made just for them.

This helps increase engagement and conversion. 

To customize your video–

• Use data analytics. Break down your massive audience arc into smaller groups based on demographics. 
• Design different versions of the same content. This helps appeal to various segments. 

The Rise of Second-Screen Behavior

Check The Evolution

Timeline– 1990s

That’s when the concept of a second screen emerged. We see the beginning of interactive television research, early mobile phones, and basic internet access around the same time. 

All these devices shaped viewers’ consuming habits. The tech opened the door for dual-screen interactions. 

Timeline– 2000s

The smartphones debuted, followed by the explosion of social media like Facebook and Twitter. They created new avenues for audience engagement. 

In 2009, researchers started using the term “Second Screening” in papers to define multitasking activity while watching television. From that year onwards, the phrase gained momentum.

Timeline– 2010s

We see the powerful launch of second-screen advertising. Businesses and marketers began adopting it to reach people and shape media consumption habits. 

This happened particularly in 2013. 

Advertisers started experimenting with unique methods to hook viewers on their second screens. The methods included social media campaigns, interactive apps, and personalized ads. 

Besides, the emergence of social TV made it more dynamic. 

Timeline– 2020s

Now, such advertising continues to evolve. 

New techs like virtual reality, augmented reality, and artificial intelligence are changing second-screen viewing habits.

Prevalence of Second-Screen Among Generations

Most humans feel guilty of frequently hiding behind their second screens as they watch TV. 

At least 84% of US adults do. It’s what a 2021 Media Pulse survey says. 

Not just adults! Using multiple devices at once is common across all generations. 

The obvious users are younger ones. 

95.5% of Millennials and 94% of Gen Zs say they often multi-task this way. Next comes Gen X with 89% and Baby boomers with 85.3%. 

[Image Source: Big Village]

Psychological Insights

How did second-screen advertising work? 

It has a lot to do with people’s minds. Our brain craves connection, stimulation, and entertainment– all at once. Before new media popped up, watching TV used to be simple. You watched and enjoyed– that’s it. 

But now, it’s different. You watch and use multiple gadgets. That’s the second screening. 

Related Read: How to Build a Strong Connection with Your Vlog Audience?

Researchers find this behavior common as studies show– 

• 30% of smartphone users second-screen several times a day in the US. 
• Meanwhile, 92.8% of Koreans have reported doing it while watching TV. 

Different psychologists have studied why people do this. They found that factors like–

• Unwinding
• Escape
• Learning
• Info-seeking
• Intent to purchase
• Entertainment
• Connection

Such motivations fuel this habit. 

Among these, looking up general information, web surfing, and visiting social network sites are the popular causes of second screening. 

Besides, our mind doesn’t want to miss anything exciting. It can be a trending fashion or the latest gadget. This FOMO stimulates viewers to use multiple devices. 

Speaking of techs, they have shortened our ability to focus. If any movie on TV gets boring for a few seconds, our brain looks for quick entertainment elsewhere. 

Result: We end up using our phone or tablet. 

Switching between screens triggers our brains to release bursts of dopamine as well. Such a reward system makes this habit addictive. 

4 Major Benefits of Second-Screen Advertising

Enhanced customer engagement

Multiple reactions from multiple screens. 

Through second-screen advertising, brands can interact with customers in real time as they use different devices. 

When people use their phones during a TV show, you can show commercials related to what the viewer is currently watching. 

For instance– 

Displaying promos for sports equipment on iPhone during football matches on TV. 

This creates a direct, interactive connection with the audience. Good content can encourage people to react, like, comment, and share. And brands can enjoy these reactions on both primary and secondary screens. 

Improved Targeting Capabilities

Hit the bull’s eye. 

Second screen advertising allows brands to deliver highly targeted content— unlike traditional TV ads. The method ensures– 

• The right ads reach the right people. 

Here, assessing audience data can help you. Try to collect data from streaming devices, social media, and websites about–

• What your TG watches
• Their interests and 
• Search behavior

Using the data, you can personalize the brand content based on your viewers and create something relevant. 

More relevant video means higher chances of engagement and conversion.

Better ROI through integrated campaigns

Convergence that leads to profits

What’s the first thing that second-screen advertising does? It connects your TV ads with other devices. 

When viewers check out the ad on the main screen, there’s a chance they might immediately interact with it on other devices. 

It works by–

• Clicking a link
• Scanning a QR code
• Engaging on social media

This multi-screen engagement helps build stronger connections, increase conversions, and drive sales. 

It also lets you track real-time responses like views, click-through rates, and sign-ups. That way, you get clear data on what works to fine-tune your strategies and eventually witness better ROI. 

Measuring and Optimizing Campaign Performance

Assess some factors to see whether your second-screen advertising is working. These include using monitoring tools and tracking key metrics. 

Key Metrics For Success

Click-Through Rates (CTR)

Measure how often viewers click on the second screen ad.

Engagement Rate

Indicates how actively viewers engage with your content. 

Return On Investment 

Measures the profit made from your ads relative to its cost.

Tools For Monitoring Second-Screen Advertising Campaigns

Analytics Platforms

• Google Analytics
• Adobe Analytics
• Brandwatch
• Monday.com

Social Media Insights

• Facebook Insights
• TikTok Analytics
• Instagram Insights
• Mentionlytics 

Marketing Software

• Semrush
• Hubspot
• Funnel
• Social Sprout

Real-World Examples of Successful Campaigns

Case Study 1: The Walking Dead Story Sync App

It’s quite a hit TV show so there’s a huge loyal fan base behind it. 

After “The Walking Dead” broke through, marketers came up with a second-screen app “The Walking Dead Story Sync”. 

This app encouraged viewers to join in real time with trivia, polls, and exclusive content. 

Result: It has over 3 million downloads. Users spent an average of 20 minutes on it. 

Hyundai also used the app and created a “zombie survival game”. This allowed people to interact with the show’s storyline and win exciting prizes. 

Case Study 2: Pepsi Max’s “Uncle Drew”

This was something wholesome.

Lots of people know about Pepsi Max’s Uncle Drew campaign. It combined TV and second-screen online content to give viewers a fun experience. 

The campaign stars NBA player Kyrie Irving– dressed as an old man. He goes to pick up a basketball game and dominates the match– surprising everyone. 

To boost engagement, the ad directed viewers to a website with a series of longer “Uncle Drew” videos and a basketball game. The site worked great on phones and brought huge success. 

Pepsi proudly boasts about it and says– 

“The first ad in the series got over 50 million views on YouTube. And the whole series got over 100 million views online.” 

Result: It helped boost Pepsi Max sales by 13%.

Case Study 3: Coca-Cola’s Share A Coke Campaign

Fun for both the brand and consumers.

Coca-Cola’s Share a Coke campaign effectively worked for people to get involved.

First, they printed popular names on Coke bottles so participants could find them with their own names on them. 

To add more thrill, they created a mobile app with a QR code. 

While going out shopping or enjoying the Coke, people could use the app (i.e. the second screen) to scan the bottle. Once scanned, they could unlock special stuff like—

• Songs
• Games and
• Other interactive experiences

This made the campaign more personal. 

Result: Over 200m bottles flying off the shelves. 

“It was surely a success– with participation from 70 countries and more than 250 million personalized bottles sold.”

The good news was shared by Coca-Cola itself.

Case Study 4: Amazon’s Product Recommendations

This one’s quintessential of contextual targeting. 

Amazon’s Product Recommendations use data from customer behavior and suggest products that match their interests. This includes–

• Search queries 
• Purchase history

Such recommendations pop up instantly based on what people are browsing. 

The approach works well because it focuses on people who are more likely to buy the suggested items. 

It helped Amazon witness a big boost in their business. A report by Rejoiner highlights– 

“The company’s sales grew by 29% in 2021. It reached $12.83 billion in the second quarter— up from $9.9 billion the previous year.” 

Experts think that the growth is likely “because of how Amazon uses recommendations in the buying process.”

Future of Second-Screen Advertising

AI-Driven Personalization

Machine learning algorithms can increasingly tailor ultra-customized ads based on user demographics. This would help make your campaigns more efficient. 

Augmented Reality

AR can transform how users interact with your ads. This would ensure more immersive experiences directly from second screens.

Integration of Wearables

Multiple products are getting smarter and more advanced. For instance– smartwatches and fitness devices. Brands can use these additional “screens” for advertising opportunities. 

Frequently Asked Questions