Think about the last
time you watched television. According to a Nielsen study, there’s a good
chance you weren’t just watching one screen. Nielsen has discovered that,
“eighty-four percent of smartphone and tablet owners say they use their devices
as second-screens while watching TV at the same time.”
This is a huge statistic
for advertisers. This second-screen trend opens up a whole new world of
advertising possibilities. It will come as no shock if commercials start to
direct viewers directly to their tablet to purchase or research their product.
Below, is a graph that
Nielsen created that shows what people are using their second-screen for. The
only category in which the usage of smartphones is greater than the usage of
tablets is when it comes to email/texting friends about what they’re seeing on
television. This should be looked at very closely by advertisers to realize
that tablet users are more likely to dig deeper into a product or service they
see on television than smartphone users.
http://www.nielsen.com/us/en/insights/news/2014/whats-empowering-the-new-digital-consumer.html
Nielsen’s report also
found a rise in “social TV” where roughly one million Americans turn to Twitter
to discuss television every day. This plays a huge role in how advertisers get
their message out to today’s audiences.
With this knowledge,
companies can create their commercials specifically for those utilizing a
tablet as a second-screen. These commercials can direct viewers directly to
their product or service and receive immediate action by consumers. Advertisers
must keep up with the growing digital world and prepare for all of the
second-screen viewers.
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