U.S. Two Screen TV Lane

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In recent years, the living room TV viewing environment has evolved dramatically. Where families used to gather around a single TV set, today each person has a smartphone or tablet that allows multi-tasking on a second screen while watching TV. The Pool recognized the urgent need for advertisers to start engaging TV audiences on two screens – the TV and the second screen.

In February 2013, The Pool brought a group of industry leaders together to launch the Two Screen TV Lane to explore how users interact with two-screen advertising and examine how those interactions impact brand response. Participants included two advertisers (Kraft and one other), three brands, Viacom, zeebox, Alternate Routes, comScore, and Tobii Technology. The Two Screen TV Lane tested consumers’ responses to ads on the zeebox app/site across four phases of research: focus groups, eye tracking, attitudinal analysis, and behavioral analysis.

Key Findings:

Two Screen Insights:

• Consumers see all-in-one TV viewing apps as valuable companions while watching TV
• Ads on the zeebox platform show that Two Screen ads can deliver strong results both attitudinally and behaviorally
• Consumers want Two Screen ads that are relevant to them or the show they are watching
• As Two Screen opportunities proliferate, there is a need for scale and standards in this space

Implications for Advertisers:

• Two Screen advertising can be highly effective
• Two Screen advertising can reach consumers as they move between the big screen and the small screen
• Two Screen advertising is now proven to leverage the second screen to effectively engage TV audiences