What is dual screening?
Dual screening, also known as dual-screen advertising or multi-screen marketing, is the digital marketing practice of targeting an audience that is simultaneously interacting with content on more than one screen or mobile device. Most often these devices are a CTV/OTT device, a mobile device (such as a smartphone or tablet), or a computer.
This advertising strategy leverages contemporary consumers’ growing tendency to use multiple screens at the same time. With dual-screen marketing, advertisers can create synchronized, complementary content and ad experiences across all of the devices.
Why is dual screening important?
The goal of dual screening is to capture the viewer’s attention on multiple screens in order to enhance the overall brand or marketing message. This can involve a variety of tactics, such as:
- Synchronized ads: Displaying complementary content on the mobile device that complements what is being shown on the TV screen. For example, a TV commercial might encourage viewers to interact with a mobile app or website for more information or exclusive offers.
- Second-screen engagement: Encouraging viewers to use their mobile devices to interact with the content on the primary screen. This can include live polls, social media engagement, or real-time chats related to the TV program or advertising.
- Cross-platform advertising: Running advertising campaigns that span both TV and mobile platforms to create a cohesive brand experience.
- Personalized content: Tailoring content on the second screen based on user preferences, behaviors, or the content being viewed on the primary screen.
Dual screening can be an effective way for advertisers to reach their target audience in a more immersive and engaging manner, capitalizing on the multitasking behavior of modern consumers and increasing the odds of conversion. With smart planning and coordination, digital marketing professionals can ensure that the content on all screens works in harmony to deliver a consistent, effective message.
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