How To Cope With Second Screen

16 Apr 14

As smartphone and tablet consumption increases and the use of mobile and web applications consequently increases, so too does the need to support customers in whatever way they decide to engage with your business.

One of the biggest trends to engage with your customers is second screen or companion screen; the use of an additional screen e.g. tablet, smartphone while watching television.

Consumers are at home media multi-tasking, media meshing and media staking. They are also on the go digesting the information sent over mobile and web applications anywhere and everywhere. They are watching TV, shopping, betting and engaging socially with organizations and individuals on their smartphones and tablets. Engaging across devices and TVs, and keeping the two in-sync is essential for a customer to have a rich application experience. One of the key ingredients to a successful second screen experience is data distribution. If done properly, there are plenty of significant revenue generating opportunities as illustrated by GigaOm:

  • “For advertisers, second screen advertising can help to increase engagement and reach of their brands by brining consumers more personalized and targeted ads. As consumers watch more on-demand TV, advertisers are finding innovative and engaging ad opportunities by incorporating ads into the second screen, synchronizing content into smartphones or tablets, or creating interactive experiences for consumers.”
  • “Content owners can take advantage of increased engagement with their TV shows from their core fans. Many TV shows are already heavily incorporating social media and other second screen activities into their programming by inviting viewers to vote or tweet about what’s happening on the screen. In addition, social media also can help increase tune-in to programming, which can lead to increased ratings as well as increased ad revenue.”
  • TV operators worldwide are also embracing second screen but doing so by helping their subscribers to control and discover new programming. Cable, satellite and IPTV operators have released apps that allow smartphones tablets to act as remote controls or control and record shows on DVRs, for example.”

Highlighted above are some key phrases. For second screen to be successful, organizations must have the ability to synchronize content, interact with viewers in real-time on the screen (whatever what screen might be) and deliver instant control from smartphone and tablets to TVs.

Furthermore, as big data offers increasingly more insight into customers, the ability to combine this information in a personalized way for a two way, instant, dialogue with customers, becomes another essential tool for second screen.

What does this all mean for the organization and the mobile or web application developer? It means that information must be distributed in real-time so that it is delivered as ‘live’ as a verbal conversation.


The Diffusion Intelligent Data Platform manages, optimizes, and integrates data among devices, systems, and applications. Push Technology pioneered and is the sole provider of real-time delta-data streaming™ technology that powers mission-critical business applications worldwide. Leading brands use Push Technology to fuel revenue growth, customer engagement, and business operations. The products, Diffusion® and Diffusion Cloud™, are available on-premise, in-the-cloud, or in a hybrid configuration, to fit the specific business and infrastructure requirements of the applications operating in today’s mobile obsessed, everything connected world. Learn how Push Technology can reduce infrastructure costs, and increase speed, efficiency, and reliability, of your web, mobile, and IoT application.

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