Modern lifestyles have become so busy that it’s now seen as a waste of time to simply sit and watch television!
Using a ‘second screen’ gives us the ability to multitask whilst we watch TV and provides an outlet for sharing our experiences, through social media.
A 2012 UK Survey showed that 80% of smartphone owners and 81% of tablet owners used these devices whilst watching television and 41% of respondents used their phone or tablet to search for a product after seeing it on a television advert or show. The increased use of the second screen has been particularly advantageous for DRTV campaigns, which ask consumers to directly respond to the advert.
These campaigns usually require a response through a website or app, both of which are instantly accessible for the second screen user. The effectiveness of utilising smartphone in adverts is demonstrated through the success of many advertising campaigns; a Nielson study showed that second screen exposures improved brand recall by 69% and purchase intent by 72%.
Image by nattu
Here are some examples of effective DRV ad campaigns that utilize the second screen.
One obvious way to get a direct response to an advert is to provide a link to the URL, a technique used by many web-based companies. For example, the new advertising campaign for thetrainline.com ends by showing the URL, which leads consumers to directly look up their website. This advert is successful because it captures the consumer’s attention through its humorous nature and then gives the consumer an outlet to find out more, bringing 2.3m new users to the website each month.
Compare the Market ‘Compare the Meerkat’
A particularly efficient way of getting a direct response from viewers is by inviting them to search for a word or phrase through their second screen. Creating a unique character as part of the campaign makes the advert recognisable to consumers. ‘Alexsandar the Meerkat’ has become a household name through the Compare the Market adverts, making them memorable and encouraging consumers to search and share online, which ultimately directs them to the company website.
Red Bull #givesyouwings
Encouraging users to share an advert through social media sites such as twitter has proved to be an effective way of encouraging second screen direct responses. Red Bull’s advertising campaign shows the hashtag #givesyouwings, which has been used 78,807 times with 935,582 twitter users following @RedBull. Incorporating a hashtag into the ad campaign has led to its success and continued presence through social media.
Cancer Research UK “Cancer, We’re Coming to Get You”
Charity adverts are generally known for pulling on heartstrings then inviting watchers to respond by calling an 0800 number or texting a donation. However, as television watching has evolved to include the second screen, so have charity adverts. Cancer research UK created a campaign that made use of the second screen, asking viewers to respond by sending their own message through a mobile app. This campaign contributed to the long-term target of getting people involved in the Race for Life.
John Lewis Christmas Advert “The Bear and the Hare”
The lead up to Christmas provides an excuse for brands to release seasonal adverts; the creativity of these campaigns increases every year, in an effort to beat the competition. John Lewis’ Christmas adverts have become known for their heart-warming nature and 2013 is no exception with its story of “The Bear and the Hare”. The hype around this advert causes many consumers to view it online where they can then directly link to the John Lewis website to ‘continue the story.’
As these five campaigns show, utilising the second screen as a tool to get consumers to engage with DRTV adverts is a proven strategy that works.
Campaigns which reach out to consumers are becoming ever more effective as people increasingly watch TV shows with their smart phone or tablet nearby.
Marketing is now going even further by using second screen apps to directly link consumers to the campaign website; decreasing response time and making it easier for consumers to research and interact with the product.
But do consumers need a direct link to respond? Surely the importance of the second screen lies in the fact that consumers can directly respond to any advert, instantaneously researching and sharing the product or service they have just seen advertised.
Are certain DRTV techniques more effective than others, or is it simply the access to a second screen that allows consumers to directly respond to advertising campaigns? Share your thoughts below.
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Joy Upchurch is a Bristol geography graduate and avid reader, with a love for travelling. She has an interest in marketing and events and is blogging for Space City.