Increasingly, we’re being told about the ‘power of the second screen’ and how 60% of men, in particular, have their tablet, or smartphone in front of them while consuming TV content. This has given rise to a sea of TV/Network related apps which aim and espouse to give the TV viewer more immersion into what they’re watching. The days of non-interactive television are coming to an end. But what about when the programme isn’t on, does the second screen still play a role when you’ve gone to the kettle after your programme?
The answer, according to this post from Google, is an emphatic, yes – especially using their search and YouTube tools, obviously.
The report, outlines both YouTube and Google trends around and following TV output, broadly speaking, it shows a year-on-year increase of viewers interacting on YouTube with other fans, and the shows, while on Google, carrying out research into shows, cast, episode information, etc.
The data from Google shows, that in the immediate two week period before a show premiere, interest peaks on both channels, with viewers and audiences hungry for information on a show, while current and long running shows generate search and YouTube activity year round (possibly due to syndication when not airing), new shows have peak interest around the premiere, which tails off to a degree following this, until the season end.
What the data also shows, is that while people may still be using second screen apps, which are run, usually directly by the network or show – they still go back to Google and YouTube for the more social awareness aspect, and research into shows – basically to see what other people thought of it, what other people expect from a show and whether there will be more episodes.
While there’s a lot of information to digest, and not all of it particularly new, what it does do is allow brands who either sponsor a show, or have their products placed in it, to use the suite of Google advertising tools at the right time, for the right audience in an incredibly targeted manner.
An example of this might be, Jameson’s Whiskey – Don Draper’s whiskey of choice on AMC’s Mad Men. This show is slightly unusual, in that it displays both characteristics of a new show, and a recurring show on Google – the season hiatus which dragged the show break on while the show was on Netflix gives a good idea of both kinds of above search interaction.
Jameson can, with data like this, take the second screen away from the television, where people are already bombarded with ads, and are not giving the tablet their full attention, to the kitchen, where the viewer might go afterwards. Using specific key terms for ads, and SEO they can monopolise in the run up and duration of the show, timing ads to run during the show run, or catch up and repeat times – the growth of DVR and catchup services, unfortunately makes viewing times much more fluid in our On Demand world. Pre-roll ads on YouTube can also take advantage of the status of the drink within Mad Men.
Ultimately, as second screen grows alongside on demand viewing and contextual advertising, it’s important to consider that the second screen isn’t just on the sofa, it follows a viewer around their house, while apps are useful for during the show, people will watch YouTube or search Google around the show when they can give it their attention, this is where brands can monopolise on interest, it isn’t always about the flashy app, sometimes digital marketing is about the age old principles of timing, placement and emotional connections – you don’t need to be always on, but you need to make sure people see when you are.