By Kristoffer Hammer, Head of Business Development, Clearcast
Mediatel recently held a breakfast seminar on dual screening. The reports that followed declared that second screening is (almost) certainly the next big thing. So, what exactly is second screening?
Most of us will know second screening from (trying) to tag ads using Shazam – something I wrote about in an earlier article. Viewers will not fail to know that they are ‘second screening’ as they must actively tag the ad.
More subtle is the second screening using services like 4C, which will push ads as and when their client’s ads are on TV. There is a vast difference between the two services. Using the Shazam tech, the advertiser will only reach viewers that are actually watching the ad, while the syncing offered by 4C will push second screen ads to any user being in an enabled app at that time. Chances that the user has actually seen the ad are relatively low, but reports suggest that it is highly effective.
I think it is too early to tell which is the most effective solution.
There is a company that has built the infrastructure to support broadcasters’ own solutions for tagging ads using either audio or visual recognition: Telequid. Their TAAS platform makes it really easy for broadcasters and others to include syncing with their shows and ad breaks in their own apps. This has worked well for TF1 in France, which has pushed the French broadcaster to further develop its second screen services.
As the Telequid service includes visual recognition, it means that it can be used by pretty much any advertiser and media owner for any kind of medium. JC Decaux uses it for its apps in France and there is no reason why an advertiser could not use it to enrich the labels on its packaging. With an effective tech solution easily available, agencies don’t need to worry about the tech and instead put all its creative to designing an amazing experience. A solution like Telequid’s TAAS could solve the problem of having to use the right app at the right time; if the service is adopted across all or many popular apps, the reach could be become really interesting for advertisers. And who says that an ad syncing service needs to be linked to one app, one advertiser and one channel? Most ads are on multiple channels anyway.
Maybe a combination of the push and pull solutions is what could (definitely) make second screening the next big thing.
And if you want to read more from Mediatel’s breakfast seminar look here.