Forget the remote; smartphones are becoming the essential TV-watching companion.
People are using their second screens to search for info about what they're
watching—commercials included. These 'I-want-to-know' moments are a chance for
brands to be present, relevant, and to gain insights.
American adults watch over five hours of TV per day, according to Nielsen, and they're not doing it with their eyes glued to the tube. Eighty-four percent of smartphone and tablet owners use their devices as a second screen while they watch: 12% of them are reading discussions about TV shows on social media, and more than double that, 29%, are searching for show-related information.
Second-screen searchers present a huge opportunity for marketers. These people aren't passively following a conversation; they're leaning forward—looking for more information, learning, and taking action.
As we congratulate the Emmy winners (who wasn't excited to see Jon Hamm finally win for "Mad Men?") and gear up for fall TV, we took a look back at search patterns from this past year to see what kinds of TV moments drove searches and what brands can learn from them.
More than twice as many second screeners are searching for show-related info as are reading about it on social media.
Reach second screeners with real-time campaigns
Marketers can create compelling campaigns by amplifying and adding value to what people are interested in when they turn to their second screens. TV viewers often want to know more about what they're watching, and brands can capture their interest in these moments of curiosity.
Leading up to last year's Oscars, the Google Play
team looked at search behavior from previous award shows and found that searches
for winning movies in each category peaked instantly, with heightened search
interest lasting 15 minutes after the win. With that in mind,
Google Play served dynamic, real-time ads congratulating each winner as the
award was announced, right in the moment of highest interest. Using second-screen
search insights as a starting point, the campaign saw a 19% increase in
click-through rates for the real-time ads versus control ads.
Team up TV and digital marketing efforts
People don't just search for info about the TV shows they're watching. Commercials can also drive large search spikes. During the Super Bowl, Squarespace's "Jeff Bridges Sleeping Tapes" campaign drove the biggest ad-related search spike. The mysterious TV ad didn't include details about the product, but it did display a URL at the end, providing a subtle call to action for intrigued viewers. Interestingly, although the TV ad displayed the URL, www.dreamingwithjeff.com, thousands of viewers typed "Dreaming with Jeff" directly into their search bars.Two-thirds of smartphone owners say they turn to their phones to learn more about something they saw in a TV commercial.1 An effective TV ad can stimulate dozens of micro-moments, where your potential customer is looking for more: product specs, prices, details, or reviews. These mobile moments are great opportunities for brands to provide an engaging experience. Here are some best practices to consider:
1. Be there or be square. Ensure you have a digital presence when your television
ads are running, especially on mobile. Don't miss the chance to capitalize on the
demand your ads create.
2. Don't count out those category terms. People are often just as likely to search
for a product/general category term as they are to search for your brand. If you
aren't there on category terms, you might be driving demand to your competition.
3. Make it easy for consumers when they reach out to learn more. Align your ad copy
and landing page with your television creative. This makes it easier for them to
choose your ad, and get to the information they're looking for quickly.
Without a strong digital presence, your brand could be missing out on connecting
with potential customers, right at the moment their interest is piqued.
Two-thirds of smartphone owners use their phones to learn more about something they saw in a TV commercial.
Use second-screen data to gauge TV performance
Search traffic can also provide insight into the effectiveness of your TV ads.
Nest, a Google Inc. company dedicated to reinventing home products, recently worked
with Adometry (part of Google Analytics) to
uncover how consumers respond online when Nest ads air on TV. The team found that
ads drove immediate and dramatic increases in searches, especially on mobile. They
were also able to determine which ads and programs performed the best.
By measuring search traffic against different time slots/programs and creative executions, Nest could optimize its media buy and air its best-performing ads at times proven to drive search lift. Gauging search activity has allowed Nest to identify the influence its ads have on second-screen behavior and take a lot of the guesswork out of its TV media buying.
Source: Thinkwithgoogle
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