Let’s start by defining what is TelevisionAttribution. It’s a way of measuring the impact of television advertising on consumer behavior, such as website visits, app downloads or purchases. Second screen usage refers to the use of a mobile device or tablet while watching TV. The person who uses a second screen in generally browsing social media, doing some shopping, or simply searching for information related to the program he is watching at the same time.
TV attribution can indeed be seen as an indication of second screen usage. This is because TV attribution is typically measured using digital data, such as website analytics or mobile app data that can be tracked across devices. This means that if a consumer sees a TV ad and then visits a website or downloads an app on their mobile device, this activity can be tracked and attributed to the TV ad.
There are different behavioral patterns for each kind of TV content that the watcher is exposed to. According to a study done by Big Village in October 2021, TV watchers are more likely to multitask while watching Reality Shows (84%), Talk Shows (76%), Game Shows (75%) & LiveSports(71%).
To quote an article published in 2022 in PR Newswire, titled ‘Advocado Survey Finds 49% of Viewers Use Multiple Screens to Follow theBig Game’:
“Nearly half of individuals (49%) use two or more screens while watching football, and 69% use a second screen—typically a mobile device or laptop—after seeing an ad to find more information on a product or service that piques their interest. This data indicates there is a timely opportunity for brands and agencies to improve consumer engagement and business ROI through cross-screen advertising.”
An opportunity to advertise more efficiently
Moreover, the use of a second screen can actually improve the effectiveness of TV advertising by providing an additional channel for engagement and interaction. For example, a television ad may encourage viewers to visit a website or use a mobile application to find out more about the product or service being advertised. By engaging with the ad on a second screen, viewers can deepen their connection to the brand and increase the likelihood of conversion.
In addition, second screen usage can provide valuable data for TV attribution analysis. By looking at the activity of users across multiple devices, TV attribution models can gain a more complete understanding of the impact of TV advertising on consumer behavior.This can help advertisers optimize their campaigns by identifying which TV ads are driving the most engagement or conversion and adjusting their strategies accordingly.
As a brand, there are two other cases that you might want to consider. You may want to have a more audio focused creative then visual to attract the attention of these audiences, while planning to put your ads in contents that are being watched by those who are more likely to use second screens.
Programs with higher attribution value could mean that audiences are more likely to use their second screen, which means that they are less interested in advertising and content. This could give brands an idea of the behavioral pattern of watchers of a specific content.
Overall, TV attribution and second screen usage are closely related. Both are significant factors in today's advertising landscape. By leveraging the power of television advertising and digital technology, advertisers can create more effective campaigns and reach consumers everywhere, on any device they use.
Each week MediaQX curates for you the latest news from the sector, here is our latest newsletter: PubMatic cuts DSPs out of direct CTV, unveils Activate that streamlines video and CTV deals for buyers and sellers. FuboTV has partnered with iSpot.tv, is now able to quantify the number of ad impressions delivered to incremental households. ACR gives advertisers the keys to go beyond impressions, to understand who is watching and when.
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Each week MediaQX curates for you the latest news from the sector, here is our latest newsletter: Audiences love CTV but marketers aren’t convinced of their investments. Inconsistent measurement solutions has made them struggling to maximise ROI. Ads on Samsung TV Plus achieved a 92 percent viewability rate, according to DoubleVerify, 48 percent higher than DV’s average for CTV. Dish Media launched DISH Connected that allows DISH TV’s live linear inventory to be programmatically executed.