The floodgates have opened as digital content and videos stream to mobile devices like water over Niagara Falls.
In the panel discussion “Tablets and TV: Mastering Twin-Screen Opportunities,” Joe Laszlo, Senior Director of IAB Mobile Marketing Center, moderated an expedition of media masters and sharp-eyed researchers to explore these turbulent waters.
We’ve collected the pearls of wisdom from the discussion and listed below the best takeaways from this meeting of the minds.
Smartphones are not slowing down, but tablets...
In the United States, 71 percent of people own a smartphone and as these devices continue to grow less expensive and more technically advanced, mobile shows no signs of slowing down. But the tablet boom has lost momentum, sitting at a 31 percent penetration rate. Tablet’s halfway status between a smartphone and a TV has made for a less-than-crystal clear future but that doesn’t mean it doesn’t have a future.
What to make of millennials
The number of households with only broadband connections and no conventional pay TV is growing, partly due to millennials aging up. Attracting the fancy of these mid-20-somethings is a tricky task with their adoption of novel media channels and attentions split by their love of multitasking.
As this generation gains affluence more will buy tablets and subscribe to cable, but by then it might be too late to forge the brand loyalties that carry them into later years. Brands have to be adept at finding these new media sources and adding value to millennials’ social networks in meaningful ways to connect to these up-and-coming consumers.
Just because they aren’t looking doesn’t mean they aren’t listening
Even though 84 percent of smartphone and tablet owners surf their devices while watching TV, the smaller screen doesn’t take up all their attention. While TV viewers have both eyes on their second screen, they are keeping an ear on the television. Distracted viewers surf their devices during the downbeats in programs, listening for jokes and audio cues that the action is starting back up and immediately re-engaging. The single soundtrack to the twin-screen experience provides programmers a way to attract a distracted viewer back to the TV.
One size does not fit all
In the early days of apps, developers felt like they had to stuff all sorts of different content into apps to make them compelling. But a less-is-more approach is a better philosophy, and one well-polished feature can help a brand or TV show way more than a mishmash of bells and whistles.
Sync-to-broadcast apps work well for audience participation programs like “American Idol” but can distract viewers of scripted shows from crucial plot points. Also more specific, branded apps are more compelling than general, cookie-cutter apps. Show runners and advertisers that think of ways to integrate apps at the beginning of a project will make the apps feel more authentic and less forced. Obviously this works best if it happens early in the planning stages of a program or ad campaign, instead of tacked on at the end. Networks, show creators and even talent need to build processes to collaborate on the right complementary content to drive audience loyalty, engagement and viewing.
Be authentic
Authenticity is a concept thrown around a lot in the world of online advertising but it is so often disregarded and so important, it bears repeating.
Brands have less control of their products’ image than ever, but trying to force good comments or buzz about a product can result in huge backlashes. In tight-knit Internet communities, members are adept at sniffing out fakes. But these users don’t hate brands – they just don’t like being lied to or gamed. Brands can generate goodwill by finding ways to connect with social media channels and empowering users to speak their voice without trying to herd them.
This is just the beginning
The mobile world is still new and the best ways to interact with audience members in this digital space is still mostly unknown. The most successful companies will not be afraid to experiment and fail in this new channel and should keep a keen eye to learn from the successes of others. The IAB plans to hold more town halls for its mobile, tablet and advanced TV members to create opportunities to share learning as the industry navigates the twin-screen rapids.