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: