In the days before smartphones, TV commercials didn’t have to compete with much to hold a viewer’s attention. Other than snack runs and bathroom breaks, viewers didn’t have much to do other than watch commercials, which meant advertisers had an easier time capturing viewers’ attention than they do today.
Now laptops, tablets, and smartphones come out as soon as the commercials come on. Forty percent of adults look at another screen while viewing television. The number goes up to almost 70 percent if the household has a minor under 18. This isn’t necessarily bad news for advertisers, though. A significant percentage of these TV viewers use their devices to look up information about the show they’re watching, with 34 percent looking up the actors in the show and 29 percent searching for information about the show.
Does this mean advertisers have to work harder? Yes, it does. Viewers lose awareness of advertisements by 58 percent if they’re looking at another screen. But this also means that advertisers have new and unique opportunities to engage viewers. As an example, consider a smartphone you can use for almost everything, like the Samsung Galaxy Note 4. An advertiser can encourage a viewer to engage by using an app to identify a new song or participate in a Twitter survey, either during the show or during a commercial.
Advertisers have to be more creative now than ever before to find new ways to connect ads and shows with the smartphones, tablets, and laptops vying for viewers’ attention. Fortunately, ads synched with screens have a significantly higher chance of being clicked on or interacted with. The presence of devices has revolutionized commercials and opened up exciting new avenues for TV advertisement.
Check out the infographic below to learn more about synchronized TV ads and screens.