are you second screening yet?

What does that mean and how real is it? What does it mean for you and your business and why should you care about second screening? Unless you’ve been living on a moon of Jupiter, you probably have heard the news: things are changing in our world of marketing, advertising and media and they’re changing very rapidly.

The problem with change, especially the quick pace of change, is that nobody is really sure what is happening and where things will go. If you are in media, marketing or advertising or, frankly, work with a brand, you need to understand the changes that are happening to audiences and consumers. Second screening is just one of them and it is an important one.

Let me state the obvious: if there is a second screen, by the process of logic there has to have been a first screen, right?

The problem we have is that we are still getting comfortable with the reality of the first screen, but that concept itself has also changed. The most dominant marketing mechanism known to man are all traditional TV sets in a dwelling, or place for viewing. You know, the device you use to watch Hockey Night in Canada, the Super Bowl, Sesame Street, Downton Abbey or local news. That thing that you just upgraded to 1080p and 4HD – whatever those terms mean. This is where the bulk of advertising dollars has gone in North America since you and I and Aunt Tilly were born. Brands have figured out how to use TV to sell products and services, but now thanks to technology and the internet, it’s all changing. Newspapers and magazines are pretty well history and online is zooming, but where does it all converge?

Let us define “second screen”. According to Wikipedia, that infallible source of all truth,

Second screen, sometimes also referred to as “companion device” (or “companion apps” when referring to software applications), is a term that refers to an additional electronic device (e.g. tablet, smartphone) that allows a television audience to interact with the content they are consuming, such as TV shows, movies, music, or video games. Extra data is displayed on a portable device synchronized with the content being viewed on television.

The second screen is supplemental viewing and it is going to be big. Just think its applications are enormous, many networks and local TV stations, as well as, brands are experimenting with it, and are spending all kinds of money to sell their goods through the second screen. That’s great – but the rub is that nobody is really sure how to make it work. At Research Strategy Group, we are are helping our clients figure that out. So, if you want to be part of the second screen bandwagon, then let us help you to figure it out. We will both try to get more eyeballs to your products and more money in your coffers. Together, we can break new ground for you and pioneer this new wave together. How cool is that?

Written by: Jon Currie, US Head of Ops.

phone: 310-990-0060