Sponsored feature

Think With Google: If two screens are the future of TV advertising, how do I make the most of it?

James Cashmore, Director, media and entertainment, Google UK
James Cashmore, Director, media and entertainment, Google UK

If viewers watching, or interacting with, two or more screens at once is not the future of TV consump­tion, it's definitely a big, and growing, part of the present.

This can refer to the habit of browsing the web on a laptop or tablet device while watching TV, but also to using your mobile while watching a bigger screen. Accord­ing to Our Mobile Planet research, in the UK 80% of smartphone users use their phone while doing other things such as watching TV (55%).

In the UK, Thinkbox has found that 60% of people claim to watch TV and go online concurrently two or three times a week, while 37% claim to do so every day.

Think of the second screen as an opportunity to help TV viewers engage with your brand. They will either immediately want to find out more information online (such as search for the title of a song used in the latest Twinings ad) or talk about a live show. Yeo Valley drove traffic to its social-media pages with its ‘Rapping farmers’ spots during The X Factor.

Both these examples relied on powerful creative and clear strat­egic thinking. You could see that as a dual challenge to be met to ensure success on two screens.

by James Cashmore, Director, media and entertainment, Google UK

For more on reaching consumers through both screens, visit:

www.thinkwithgoogle.co.uk rel="nofollow"

www.youtube.com/user/TwiningsTeaUK

rel="nofollow"http://goo.gl/LuhR4

 

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer