July 01, 2014 - Comments Off on What the second screen world looks like

What the second screen world looks like

The way we watch TV is changing. Most of us now use a second screen – our mobiles and tablets – to enhance our viewing experience. But how do we divide our time in this multiscreen world? To answer this question a group of people were asked to wear special glasses that could track their eye movements – and the results were fascinating.

They showed that TV held the audience’s attention for 70% of the time, while mobile was at 25% (with 5% being attributed to ‘ambience’). These figures naturally fluctuated at different times, depending on how compelling the content was.

So, for example, the viewers used their phones the least when they were watching a blockbuster movie, and they used them the most when they were watching reality TV shows.

The results were shared by Gerald Neumueller, Director of Research at ProSiebenSat. 1 Group, at the Connected TV World Summit in London on 12 June – and they will be particularly interesting to brands who are looking to establish a successful second screen advertising strategy.

The experiment explored the effectiveness of advertising directly. Not surprisingly, those ads that used assertive music and addressed the audience by asking questions fared better in the race to grab and retain attention than those that used ‘demure’ music and dull clichés.

If we know when our audience is using the second screen, then we know when to push out relevant and engaging content to get them interacting and sharing. The next stage is to know who to push that content out to – the brand ambassadors and social media influencers.

There’s lots of data available that could help brands uncover the best people, the best ways and the best times to publish content – and it’s something we at Bloom have been working on with ITV. We’re using our unique social media analysis tool, Whisper, to identify the influencers and develop strategies that are exploring new areas of advertising.

We’re using that data to help them tap into conversations that audiences are having, and providing creative solutions that treat adverts as an extension of the entertainment. It’s constantly challenging the boundaries that brands have previously worked within.

You might feel overwhelmed by the amount of data you’re faced with, but keen to do something creative with it. If so, give us a call on 0113 887 8200 or email [email protected] – because we like a challenge and we’re always curious to discover how to help businesses make the best of their data.