coverstory_cover story 24/04/2014 12:20 Page 6
is being
played on TV
so they can
implement
second
screen
experiences.
Second
screen opens
up new
opportunities for brands and advertisers, but
also requires them to create new processes.
Second-screen engagements are not as linear
or controlled, so this approach means
rethinking their editorial approach and
advertising more intelligently.”
“Second screens can be divided into two
types,” advises Bristow. “The truly personal –
like your smart phone – which tends to be
with one particular person and the less
personal - like a tablet – which tends to be
handed around a family. You can use the
truly personal devices to glean highly
individual targeting information, whereas
you need to be more cautious with
information from a tablet. It’s clear to us that
as multi-screen viewing increases, the entire
idea of a second screen becomes less obvious
– there are just screens, which should have
access to everything.”
RELEVANCE. Shah suggests that second
screen viewing allows advertisers to have a
deeper understanding on a per-subscriber
basis and also do cross promotions - giving
operators the ability to create custom sales
packages while providing advertisers the
ability to reinforce their messaging across
multiple screens. “More screens don’t just
mean more places to roll out the same ads.
The second screen allows for a concurrent
advertising approach – synchronised
advertising among multiple screens within
one household. This allows content and
interface experiences to enable timely
product promotion. This approach not only
improves navigation and reduces distraction,
but uses analytics to improve relevance and
personalisation. The second screen is a direct
gateway that can leverage the subs