What is Second Screen Advertising?
Second screen advertising refers to marketing messages delivered to viewers on a secondary device – usually a smartphone or tablet – while they're simultaneously watching television. This strategy capitalizes on the widespread habit of using mobile devices during TV viewing, creating an additional touchpoint for brands to engage audiences.
Why It Matters
Second screen advertising addresses a fundamental shift in UK viewing behaviour. Research shows that the majority of UK adults now use a second device while watching TV, making this an effective channel for brands seeking to reach engaged audiences. Unlike passive traditional TV advertising, second screen ads can drive immediate interaction: viewers can click through to products, participate in polls, or engage with social media content in real-time.
This approach offers measurable advantages over conventional TV advertising alone. It allows brands to:
- Extend campaign reach beyond the TV screen itself
- Drive measurable engagement through clickable ads and interactive content
- Capture intent signals that indicate genuine interest in products or services
- Retarget viewers with follow-up messaging based on their TV viewing behaviour
Implementation Strategies
Second screen advertising typically operates through several channels:
Social media integration: Synchronized ads appear on Facebook, Twitter, or TikTok while relevant TV content airs, encouraging viewers to engage with branded hashtags or content.
Mobile apps: Dedicated companion apps for TV shows deliver contextual ads and interactive content aligned with what viewers are watching.
Programmatic mobile: Real-time bidding platforms deliver targeted ads to mobile users based on TV viewing patterns and audience data.
SMS and push notifications: Time-sensitive offers delivered during or immediately after relevant TV programming.
UK Context
In the UK market, second screen advertising has become increasingly sophisticated. Major broadcasters including the BBC, ITV, and Channel 4 have developed companion apps that integrate advertising opportunities. The growth of streaming services like Netflix and NOW TV has further accelerated adoption, as viewers naturally multitask across devices.
Regulatory compliance matters: UK advertisers must ensure second screen campaigns adhere to Ofcom broadcasting standards and ICO data protection guidelines, particularly regarding targeting and cookie usage.
When to Use It
Second screen advertising works best for campaigns requiring immediate consumer action – product launches, limited-time offers, or events requiring quick response. It's particularly effective for entertainment, retail, and fast-moving consumer goods sectors.