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Adapting to the Second Screen: Engaging with Mobile Devices through TV Ads

The Second Screen

In 2013, there will continue to be a growing number of people who have their smartphones and tablets handy while watching television. People are multitasking more often now than ever before while enjoying their television time. They are Tweeting, posting to Facebook, and visiting websites all from the comfort of their living room.

Many of us have done it before. We’ll be watching the game or our favorite show and talk about what we’re watching through our mobile devices on social media. We will see something that catches our eye and do a search for it to get more information.

Television shows are taking advantage of this, but it’s rare to see advertisers do the same. This is perplexing as there has never been a time when a television ad asking people to “act now” can actually get them to do just that. Those who use television ads can get immediate responses and interactions by crafting it into their television ads.

It’s better than telling people to “call now” or “come on down” because they’re not in that mode. They’re passive. They’re safe. When they’re watching television, they don’t want to get on the phone with a salesperson or stop watching the game to head down to a store. What they will do is visit a website, a social media account, or otherwise contact a store that advertises properly.

Think about it. Many car dealers use television advertising to get their brands out there, to talk about their low prices, and to highlight a sale that’s going on right now. There are people in the market for a vehicle who are currently watching television. They may even be watching your television ad right now. Why don’t you ask them to engage while it’s at the top of their mind.

It could be as simple as setting up a campaign. You can post an event on Facebook and pin it to the top of your page. The event can be to highlight the big sale this weekend. You may be giving away a free gift such as sunglasses to anyone who clicks that they might attend the event.

Then, it’s a matter of putting it in the television ad. Talk about the sale. At the end, say something like this: “Go to our Facebook page and like our sales event. Everyone who does gets a free gift just for attending – no purchase required!”

When they click that they’ll attend, it will show as such to their friends and family. More importantly, you’ll have the ability to engage with them before and after the event. It’s a soft lead, but you have to assume that people who actually show up aren’t there just for the free sunglasses. They are there to test drive a vehicle. The rest is up to you.

It doesn’t have to be so blatant. It could be as simple as “Send us a Tweet or post a comment on Facebook about what you think the score will be this weekend. The closest guess gets a free oil change!”

You could always go for the direct approach. “Go to our website right now. We’ve posted our no-nonsense best price on all of our new and certified pre-owned Altimas, so if you’re in the market today, grab your tablet or smartphone and head to abcmotors.com.”

This is where creativity comes in. People have their smartphones close by and their tablets within reach when they’re watching your television ads. Take advantage of it. Adapting to the second screen will help your television advertising and mobile marketing work together to bring better results to both.

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