This might sound like a strange
suggestion but it's simply a recognition of the scale of dual
screening that's now taking place.
UK twitter feeds during the Six
Nations and the Brits, for example, were full of commentary and
reaction to what people were watching on screen. Likewise in the
US, the Super Bowl peaked at more than 12,000 tweets a second in
the final moments of the match.
It's still too early for mobile media
owners to start counting the cash and the time to shift budget
hasn't arrived for all brands (as ever, it depends on your target
market). However, the day when this might become standard strategy
is fast approaching.
Data from the US suggests 80% of TV
viewers are now also using their smartphones or tablets while
watching TV. In the UK - the leading European market in this
respect - the figure for Facebook use during the X-Factor last year
was nearly 50%.
Asia is further behind but probably
has even more potential to adopt such a change given the higher
penetration of mobile compared to low levels of laptops and PC
Digital changes so much about the way
we plan media but what's key is that we continue to monitor how it
changes consumer behaviour and multi-tasking.
Brands have already had to make a
similar adjustment when it comes to video advertising. It's now
comparatively normal that video messages run both on TV and online
(as well as increasingly in mobile).
Today, the chat around TV now extends
well beyond the people who are in the room. Planning TV in
combination with mobile is one way that brands can take advantage
but the key to success is that the brand's message or app somehow
adds to the viewing experience.
In the UK, for example, Sky 1's Got To
Dance talent show called on viewers to become the fourth judge on
the show via an iPhone app that lets them vote for their favourite
By bringing consumers into the judging
process the app boosted engagement and attachment to the show.
The potential for all brands to do
something similar will only rise as consumers increasingly watch TV
in the company of their smartphone or tablet.
First published here on The Campaign Blog.