Why the 'Second Screen' Industry Is Set to Explode

Watching television while also using a smartphone or tablet is one of the most popular leisure activities of the mobile era.The mobile industry is working hard to create mobile apps and sites that relate to what's on TV, social media marketing software in order to capitalize on this behavior.This approach is often referred to as the "second screen," the idea being that the tablet or smartphone becomes a TV companion device, allowing for added levels of interactivity -- whether on social networks or dedicated second screen apps and sites that complement on-air content.In a new report from BI Intelligence, we examine how second screen apps, social networks, and mobile sites will ultimately succeed in drawing significant audiences, analyze how they will begin to see some advertising dollars, look at who second screen audiences are, explore the second screen opportunity from the broadcaster angle, and detail the opportunity represented by audience analytics and second screen commerce.85 percent of smartphone users reported second screen-linked behavior at least once a month, more than 60 percent reported doing it on a weekly basis, and 39 percent did so daily. More than 80 percent of 18- to 24-year-olds told Pew they used their phone while watching TV, and 60 percent of Americans with annual incomes above $50,000 use their phones while watching TV.Finding the right social media strategy can be daunting. Alexander suggests that business owners pick one medium they feel comfortable with to start, and be patient as they find their voice.Brown suggests entrepreneurs ask themselves these questions: What's your goal? If you hit 1,000 followers, then what? Who's your target market? "There's no specific number [of posts] to push out a day. how to use social media for marketing It's all about finding your groove," Brown says. The great thing about social media is you can pivot at any time, and experiment to find out what works best for your business. Kim agrees, noting that business owners often "overthink social media and are afraid of it. [Social media] is a new way of communicating and enjoying content. Don’t be afraid of it.”

And mass acceptance isn't even necessary

All that matters is that a significant minority of viewers develop this habit (especially if they are highly engaged viewers). social media marketing courses In the U.S. alone, TV ad spending was $18.4 billion in the third quarter of last year, a $74 billion annual run rate. If mobile can carve out even a small share of that pile of dollars via second screen channels, it would boost the mobile industry tremendously.Many people log into Twitter to follow and add to real-time commentary about what happens on their favorite programs, sports or other events on TV. Since Twitter has such a presence as consumer's "second screen," it makes sense that businesses large and small want to be a part of that commentary, and get their marketing messages seen by the masses that are participating.That's exactly what happened during last night's Super Bowl between the San Francisco 49ers and the Baltimore Ravens. A power outage knocked out many of the lights in the stadium for more than 30 minutes. During the delay, many viewers migrated to social media to keep the conversation flowing. Brands, naturally, followed.Perhaps the best example of how a business successfully latched onto this trending topic to market their wares came from cookie company Oreo. It tweeted: "Power out? No problem." Then Oreo linked to an ad of an Oreo cookie, with the copy, "You can still dunk in the dark." By the time the lights came back on in New Orleans, the tweet had already been shared more than 12,000 times.Why was the tweet so effective? It was smart, brand-appropriate and it came together quickly. Oreo's brand team and a crew from its creative agency, 360i, were together and on-hand to find a creative way to take advantage of the social media opportunity. social media marketing b2b "You need a brave brand to approve content that quickly," 360i agency president Sarah Hofstetter told BuzzFeed. "When all of the stakeholders come together so quickly, you've got magic.Not all brands have success when attempting to piggyback onto trending Twitter topics or other events in the news.

Second screen isn't really a new activity

It's a natural update to the old ways of engaging with TV, social media marketing for small business like the old office water cooler conversations about last night's football game or popular TV drama. Moreover, second screen-type behaviors were already popular on desktops and laptops, before mobile came along and made it a lot easier to participate.Images attract attention and moving images can attract even more attention. That makes Vine a viable marketing tool. It's a cross between graphics and video -- a high-level version of the traditional animated GIF.Six seconds doesn't sound like enough time to make an impression, but it might just be enough time to share a quick marketing message. Red Vines, the licorice candy maker, used the app on Valentine's Day to send a sweet message. Café Moka, a Virginia Beach, Va.-based coffee house, used Vine to display its coffee-related art. You can use Vine to create a mini-product demo or personalize your brand with video of your employees performing a simple action. If you need help coming up with ideas, consider challenging your Twitter followers to submit their own branded Vine videos.Right now, Vine's biggest drawback is its reputation. Four days after launch, a pornographic image was featured in the "Editor's Picks" section of the app. iTunes responded by removing the app from their "Editor's Choice" listing and Vine was forced to change the app rating from "12 and up" to "17 or older.Though the majority of videos that appear in the Vine feed are family friendly, this is un-moderated, user-generated content and Vine's terms of service don't prohibit pornographic content. That means that your customers could come across unsavory videos if they use the app on your recommendation.The other potential problem is saturation. social media marketing job description Vine is enticing and easy to use, one might be tempted to upload a dozen videos a day. Marketers need to think twice before uploading a collection of poorly thought-out videos. Reward customers for their click by offering fun and creative videos so they come away with a positive image of your brand.