Dual Screening
The simultaneous use of two screens or devices, typically a television and a smartphone or tablet, to consume content and interact with digital media.
Description
In the digital marketing industry, 'Dual Screening' refers to the behavior of consumers who use two screens at the same time—often watching television while using a smartphone or tablet. This trend has significant implications for marketers, as it provides opportunities for cross-platform engagement and advertising. For instance, while a viewer is watching a TV show, they might be browsing social media or searching for information related to the show or its advertisements on their secondary device. This creates an additional touchpoint for marketers to engage the audience, whether through social media campaigns, targeted ads, or interactive content. Understanding dual screening behavior can help marketers design more effective multi-channel campaigns that capture the attention of consumers across platforms.
Examples
- During the airing of 'Game of Thrones' on HBO, many viewers would simultaneously tweet their reactions using hashtags like #GoT, creating a vibrant online discussion that marketers could tap into for real-time engagement.
- Coca-Cola launched a synchronized TV and mobile ad campaign where viewers could participate in a live poll using their mobile devices while watching a commercial, enhancing viewer interaction and data collection.
Additional Information
- Dual screening often occurs during live events such as sports games, award shows, and reality TV finales.
- Marketers can leverage dual screening by creating complementary content that enhances the primary viewing experience.