Mixing Mobile with TV: Leveraging Second-Screen Engagement for the Super Bowl
Last week, brands and agencies gathered at the Mobile Media Summit in San Francisco to discuss mobile and its increasing importance in the advertising sphere. The event featured high profile speakers from major agencies and brands like Razorfish, DDB, Goodby Silverstein & Partners, Universal McCann, Nestle, Google, Intel, and many more. It was an exciting time for marketers to gather and discuss mobile as the timing of the event was very relevant. It was only 1 week away from the biggest event of the year in advertising, the Super Bowl.
A 30 second advertising slot during the Super Bowl on average costs $4 million and reaches well over 100 million viewers. It is without a doubt that the Super Bowl is a very important time for advertising in television due to its mass viewership, but now with mobile usage on the rise, that changes the game for advertisers. Perhaps it can be attributed to the mobile addiction that plagues America, but AT&T reported that “88% of US consumers watch the 2nd screen (mobile) while watching TV.” Similarly, Nielsen stated “85% of mobile owners use their tablet or smartphone while watching TV.” Furthermore, 76% of tablet users and 63% of smart phone users use their second-screen device to look up information in general, over 50% of users for both devices are on social media, and 13% for tablet users and 9% of smart phone users are making purchases related to what they are watching.
This makes the mobile device an incredibly important marketing channel to pair up with TV. During the panel “An Industry First: TV Data Helps Close the Loop in Mobile Like Never Before”, Drew Breunig, VP of Strategy at PlaceIQ, discusses with Rebecca Hawkins, Director of Mobile Strategy at 4D, on the relationship between mobile usage and television.
“We need to understand the shared voice and emotional engagement. Which medium is more effective? – Rebecca Hawkins, Director of Mobile Strategy at 4D
There is an increase in viewership of mobile video and mobile usage but it doesn’t necessarily have to directly compete with TV. Advertisers can leverage both mediums to communicate branding. Breunig emphasized the idea of leveraging mobile to coordinate and support the overall creative.
“Have mobile as a mechanism for support and carry on the conversation.” – Drew Breunig, VP of Strategy at PlaceIQ
Many other speakers at the summit further repeated this idea of using mobile as a medium of support during major television advertising campaigns. However, many times big brands will have several agencies leading multiple campaigns, and some of the biggest hurdles for marketers will be coordinating mobile with different channels of marketing. The creative for each channel will have to be tailored to fit the user behavior of the audience at the time of usage but at the same time have to communicate the overall message of the brand. User behavior on a smart phone is different from tablet user behavior and is different from TV. Schizophrenic brand messaging due to lack of coordination is common and can often be disastrous.
“Thinking of the screen as a touchpoint. We need to adjust it and think of it as a diverse channels.” – Irfan Kamal, SVP, Global Head-Social Data Products and Partners at Ogilvy
Despite all the challenges of mobile marketing especially when paired with television advertising, if done right, it can reap amazing success for the brand. Kalle Hellzen, Chief Digital and Creative Officer of Goodby Silverstein & Partners, shared a case study of a campaign his firm worked on for Chevy for the 2012 Super Bowl. Using their second-screen app, the audience was able to watch the ads before and after the game, and answer questionnaires to compete for several Chevy cars. The Chevy Game Time App capitalized on a large portion of Americans who are apathetic towards football and more interested in the Super Bowl parties, since studies have shown that 52% of people who watch the Big Game have no interest in it at all. The campaign also leveraged YouTube as a channel and crowdsourced content from fans for further engagement. The Chevy Super Bowl campaign was a great success, resulting in high levels of engagement from the audience and well over 500 million impressions. It’s a fantastic example of leveraging mobile technology as a second screen for advertising and certainly made Chevy stand out in the advertising game during the Super Bowl.
With good coordination, mobile can be used as an effective marketing channel to reinforce messaging from television advertising. It has to be used as a separate medium. Brands can’t just build an app and expect it to work, but since the mobile device often sits alongside the viewer it can definitely be leveraged for further engagement and information. Separate tactics with an overarching messaging is the key for a successful TV and mobile marketing campaign. This Sunday, over 100 million Americans are expected to watch the Super Bowl. How will brands leverage the second screen to reach that audience this year? We are excited to find out.