Big annual events like the Super Bowl and the Grammys have been acquiring more viewers and buzz, as social media and the use of a second screen, adoption rates rise. Brands are catching the notice of viewers whose attention is split between screens in various ways. For example, the U.S. version of The X Factor that airs on Fox, added a synchronized ‘Xtra Factor’ mobile app last September. Fans can rate performances, interact with other viewers and access bonus content such as song lyrics. Consumers with a Verizon Android handset can vote for their favorite contestants as often as they want, see backstage goings-on via Verizon Live View and watch episode highlights.
These big events are earning greater concentrations of live audiences. This is not just because of the content of the event, but also driven by the conversations that make the event collective, a real-time exchange. According to an article on PandoDaily:
“whether it’s driven by a fear of missing out (FOMO) or a desire to share in the experience, broadcast events are conduits to live participation and, as such, can be designed to spark online engagement.”
Furthermore, the Director of Media Partnerships at Twitter, Chloe Madden, said:
“Twitter lets people feel plugged into a real-time conversation. In the future, I can’t imagine a major event where the audience doesn’t become part of the story itself.”
This point is crucial to the idea of second screen; the future of TV starts with defining how the event is appealing and enticing to viewers, but most importantly, shareable.
With some huge worldwide events just around the corner, for example, the World Cup in Brazil (2014) and the Rio Summer Olympics (2016), you need to make sure that your business is capitalizing on end users engaging on their mobile device. So what should you consider when thinking about the opportunities of second screen?
The following three tips should offer some guidance on how best to ensure second screen success:
- Know your competition. Even if your organization is not innovating with new applications and technology, you can bet that your competitors are. Do your research and stay alert for all changes in your competitor landscape, and of course, don’t be so complacent to assume that you know who all your competitors are. Where there’s new technology, there are new competitors you haven’t even met yet.
- Interesting and engaging facts. Whatever the subject matter, regularly check that you are delivering customers with interesting and engaging facts. It is an important factor in successful advertising, encouraging sports betting and opening up new revenue streams.
- Quality of service. You also need to ensure that customers are experiencing a rich application experience because user loyalty will soon become a major issue in repeat earnings.
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