Most Second-Screeners Don't Follow TV, Ads

Marketers need be careful about advertising on second screens rather than keeping steady with more traditional media marketing. Philip Jay LeNoble, Ph.D.

by Wayne Friedman, December 16, 2014

Most second-screen ad activity is still unrelated to primary TV program/advertising content.

 

Currently, just 11% of multiscreen users proactively use a digital device to follow up on a TV ad, according to Millward Brown, the advertising research agency.

 

Millward Brown says that overall, 35% of all screen time involves simultaneous usage of TV and a digital device.

The agency says 16-24 viewers spend 155 minutes per day accessing the Internet via their smartphones and only 101 minutes watching TV. For 35-45 years, the equivalent figures are 118 minutes for both smartphones and TV. In addition, it says 16- to-24-year-olds are more likely to be distracted or "stacking" while watching TV.

 

Still, Millward Brown says Twitter continues to make it easier for marketers to align their TV and social-media campaigns. The big social-media platform now has over 70 media partners for its Twitter Amplify effort, which allows for integration of TV and social-media content.

Millward Brown cites Magna Global when it comes to the growth of online video multiscreen advertising, which climbed to $11 billion globally from $8 billion. The research company said it saw a 25% rise in the average reach of online video campaigns — to 20% from 16%.