Marketing to Women: Dual Screen Viewing is Here!

July 5, 2013 § Leave a comment

UnknownAre you part of the two-screen world yet?  I bet you are.  If you ever use a mobile device (your smartphone or tablet) while watching television, you already are.  We use our devices to communicate with friends and family, look up information related to what we are watching, or multi-task.

The Facts about Dual Screen Viewing

The facts vary, but the trend is clear.  According to Nielsen, more than 39% of Americans use their smartphone while watching TV at least once each day, and 62% do so multiple times each week.  Google recently reported that we use on average three different screen combinations everyday, including tablets and smartphones while watching TV. And, research from Yahoo! and Razorfish shows that nearly 80 percent of consumers are on mobile devices while watching TV.

More than half of all mobile device users say they visit social networking sites while watching TV. And the social aspect of watching TV is important too: 21% of  tablet users and 18% of smartphone users say they read conversations about the program on a social networking site, and 20% of tablet users shop for products or services being advertised. Some even watched a particular TV program because comments on a social media site.

The Top Categories for Dual Screen Viewing

We use dual screen viewing for a variety of types of events.  The top five show categories that attract multitaskers are reality, news, comedy, sports and food.  I think we can understand why.  You are not as intellectually engaged to a plot in these type of shows – leaving room for net surfing.

But how do marketers take advantage of this new behavior?

1.  Apps are being built that enhance your viewing.  Major media companies, like Discovery Networks International, are already taking advantage of new App Cloud solutions to build rich dual-screen experiences for their broadcast properties.

2.  Synchronized Advertising may be around the corner.  A national ad runs on the television while a mobile device delivers up a geo-targeted companion ad that gives you local dealer information.

3.  Interactive applications allows an interactive quiz or game to be broadcast on television and viewers respond on their tablets, with results giving in real time.

4.  Special offers are delivered on television driving consumers to their mobile devices to redeem the special offers.

The future of marketing to women will be exciting as we determine how to combine media for the richest engagement.


Marketing to Women: Facebook Targets TV Dollars with Video Ads

December 21, 2012 § Leave a comment

It’s all about Facebook, isn’t it?  First it was Instagram/Facebook obtaining our photos surreptitiously, then it was $1 messaging and now it’s video ads on our Facebook news feed.

facebook-video-popup-ad-500x242While we are all stuffing ourselves with sugar plums and Christmas pre- and post-sales, Facebook is planning to launch new video-ads sometime in the first half of 2013.  Ad Age reports by April, Facebook will offer advertisers targeted video ads to large numbers of Facebook users in their news feeds on both the desktop version of Facebook as well as on Facebook apps on mobile phones and tablets.   Oh, and you will see them, because the ads will automatically play.  And there is a lot of emphasis on the mobile capability for tablets and smartphones.

I am conflicted about all this Facebook news – as a marketer, I can see interesting and impactful users of this new ad feature.  But on the other hand, I am wondering if Facebook will lose its soul and lots of followers by commercializing each and every part of the social network.  Will users start migrating to other networks that offer less advertising intrusion?

As a marketer, we are always looking for ways to repurpose messaging and Facebook video might provide a strategic medium for some advertisers. Facebook’s ability to target gives it an edge over other forms of broadcast.

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