Today none of us wants to do without our smartphone at any time or place. This device has turned everyone into a multitasker. One eye on the TV, another on our smartphone, watching a film we google for reviews, look for live Twitter responses watching sports events or text our best friend – second screen in our pocket makes it all possible. Sometimes we give more attention than the TV.
Some insightful stats from Google on consumer multi-screen behaviour:
In the last couple of years we have seen many changes – growth of internet usage, smartphone penetration, cheap data, OTT the buzz word and so on… For me it was remarkable to see broadcasters using 2nd screen interactivity to engage more with their television audiences.
In the west:
Interactivity brings significant benefits to broadcasters as they compete for advertising with the new media companies who can provide millions of profiled audiences. Interactivity will help broadcasters generate viewer data, understanding consumption patterns and most importantly, increasing time spent on television.
I hope on the advertising front, dependency on BARC numbers and pressures to deliver CPRP will ease eventually as we have more data points to support. However this asks for a change in buying patterns. Can TV buying happen on dashboard?
The answer lies in innovation & disruption. Giving example of Zapr a startup that makes TV ad viewing interactive with the largest media consumption repository and audience targeting platform. Zapr has also attracted funding from Star India which gives Hotstar and the star channels to have a crack at monetization. A close watch on Network 18 owned by Reliance, their presence across television channels, digital, telecom and now cable distribution provides them with a bigger advantage to understand audience behaviour pattern and be a game changer.
I think it’s time for broadcasters to experiment with more content formats for 2nd screen interactivity, look at monetizable opportunities, introduce loyalty programs and more importantly be fast to launch the minimum viable product(MVP) and further keep making enhancements. For advertisers it is higher ROI and for viewers keep multitasking!
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