44% of consumers use social networks to enhance TV viewing
Thinkbox, the marketing body for commercial TV in the UK, recently conducted a survey of 3,000 consumers and found that:
- 60% of people concurrently watch TV and go online at least two or three times a week.
- 37% go online while watching TV every day.
- 44% use social networks, like Facebook and Twitter, while watching TV.
- 37% have chatted online about TV content.
- 19% have shared TV content on a social network.
Heineken has already rolled out a global initiative to enable people to interact wih each other online while watching Champions League football. And with brands like Expedia looking to invest in multi-screen marketing (according to EMEA Senior Marketing Director Andrew Warner), there is a need for brands to become less siloed in their thinking and start moving from traditional media models to multi-screen, multi-platform marketing.
So how can brands take the first step into the dual screen arena?
It doesn’t have to be as extravagant or wide-reaching as Heineken. Developing a social media strategy that ties in with other forms of advertising will help engage an audience across multiple channels and across multiple mediums. Keeping ideas simple – depending on your brand, a forum or a basic game could be enough to encourage engagement.
Whatever your marketing and advertising plans, with the rise of smartphone and tablet users, brands need to consider how they will create a more social experience to TV viewing.
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