Best practices for mastering 2nd screen TV marketing — Devin Fallon // Tremor Video (copy)

Quotes

• “We don’t see that second screen as one specific screen. It depends on what device/s are in front of the consumer when they’re watching TV.” -Devin“When I think about the second screen, I am thinking about a companion viewing experience or at least that was the philosophy I was thinking about ten years ago.” -Ben “I think what we are increasingly seeing is while there is a huge perceived value to what we consider synergistic multi-tasking, primarily what we are seeing is a distracted multi-tasking.” -Devin“We see that coming into play in a few different ways the first example if we’re talking about viewership of traditional TV content that is now moving more and more into the digital realm, I would argue that there is a fundamentally different level of attention being paid to that content on a device like your phone to that same content on the bigger screen or linear device.” -Devin “The argument that we make is when you pull up that content on your phone, you’re generally holding it in your hand and the device that is most likely to distract you from that content, can’t because it’s your smartphone and you’re already watching something.” -Devin“On most smartphones nowadays, it’s difficult to multi-task at the exact same time. You can switch back and forth between windows but in general, you will take up that whole screen and it’ll monopolize your attention in a very different way than watching your content on the linear TV screen.” -Devin“What we advise, given that we don’t transact in linear TV is there’s probably a base level of awareness and audience reach that you need for the traditional linear TV method, and we typically come at the tail end when they ask and figuring out what the allocation to linear is and how to complement it with connected TV.” -Devin“We are operating in a world that has lived with TV as king for a long time and I don’t think it’s going to be dethroned anytime soon so there is a degree of respect that we need to pay to our traditional masters in linear TV world.” -Devin“What is really important for us, is being the sounding board and the strategy for our client to help understand from the digital side of things with here’s how we can complement what you aredoing, here’s the best way to reach your audience based on the objective that you have laid out for your overarching campaign.” -Devin“We know that because of a lot of distractions going on in the household, it could be difficult for TV creatives to breakthrough. You are not always going to have an attentive eyeball.” -Devin