Second-screen apps struggle with brand relevance as binge-watching grows - Mobile Marke... - 0 views
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While brand marketers are enthusiastic about trying to engage second-screen viewers, much of their focus right now is on Facebook and Twitter rather than standalone second-screen apps.
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The idea is to provide users with an experience that they can engage with throughout the day related to their favorite TV shows, whether they want to catch up on the latest gossip about a show, chat about the latest episode or engage with the app while watching a show.
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“From Millward Brown’s 2014 AdReaction report, we see that, on average, multiscreen users in the US ages 16 to 45 spend 68 minutes using a smartphone while watching TV, and 24 minutes using a tablet while watching TV,” she said. “These numbers suggest the ability of a novel app, with a good user experience, to command a lot of time and attention from multiscreen audiences.
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“Furthermore, the interactivity that could be offered by second screen apps is also something that resonates with audiences. The key is that second screen apps have to make the second screen experience easy and related and plug in to the content on the first screen rather than just the advertising.”
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Overall, second screen experiences appear to be moving away from check-ins in a reflection of how viewers are increasingly watching multiple episodes of a show in one sitting. In fact, the least favorite activities for second-screen viewers are using an app to identify music on a TV show being watched (15 percent) and checking in to a TV program via an app (12 percent).
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In comparison, 32 percent browse the Web for information about what they are watching on TV, 25 percent research products seen on TV, 21 percent chat with friends about a show, 20 percent post status updates, 18 percent visit a show's Web site.