Digital Marketing Magazine: Second Screen

9 Apr 15

With shows such as The Voice and Big Brother regularly popping up on our screens, broadcasters are frequently offered numerous second-screen opportunities to engage with their audiences. As smartphone and tablet consumption increases and the sophistication of mobile and web applications becomes smarter, multi-screening is one area where broadcasters need an aggressive and profitable strategy.

Last year, Celebrity Big Brother annoyed viewers by only allowing those with iPhones or iPads using iOS 7, to download its app. The production company made the same mistake earlier this year, alienating any Android or Windows users or those with older Apple devices.

On top of this, the X Factor developers also still have a lot to learn, as last year the show reached the lowest viewing figures in ten years, despite offering free voting on their app.

Here are five top tips to maximise second screen opportunities and ensure other broadcasters don’t make the same mistakes:

1. In-Sync Conversations

Conversations need to be in sync between you and your customer, the TV and the second-screen. As a result, you could have multiple data sources trying to stay in step, in real-time. You need the ability to cope with mashups of different source data so you can deliver rich engaging content that will stick with customers. You need the ability to engage conversationally back and forth, or bi-directionally, with your customers.

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