The role of the second screen: Lessons on mobile from Super Bowl advertisers

The role of the second screen: Lessons on mobile from Super Bowl advertisers

Super Bowl 50 drew an average audience of over 110 million making it the third most-watched program in U.S. television history.

 

The role mobile played with viewers

There were 7.5 million incremental searches for brands advertising during the Super Bowl (increase of 40% from last year). This search volume across Google and YouTube represents a 7X higher number of searches than compared to typical TV ads.

Source: Think With Google

 

That’s 7.5 million ‘micro-moments’ that brands created from their 30 second commercials. Think With Google has written extensively on what they call micro-moments. These are moments where a person has been triggered to turn to their smartphone or tablet to know, do, go or buy. They are common while watching TV, however, these moments can occur at any time from a large range of stimulus – whether planned or not.

 

Lessons we learnt from the big brands

Smartphones are becoming common TV-watching companions

Even when the Super Bowl isn’t on, American adults watch over five hours of TV a day. Eighty-four percent of smartphone and tablet owners use their device as a second screen while watching TV.

At $4.5 million USD per 30 seconds for a Super Bowl ad, smart advertisers integrated the small screen into their big screen strategy. These are the brands that drove the greatest volume of searches.

 

Source: Think With Google

 

Common TV-ad-driven micro-moments

Common drivers of ‘micro-moments’ include; I want to know more (specifications, details, reviews & price), I want to buy that (ecommerce store/retailer or store location) and even sometimes, I want to watch that again.

 

Applying the lessons - Mobile landing pages

Bridging the offline to online gap – be there for the ‘micro-moments’

While your brand may not be running $4.5 million Super Bowl campaigns, you are running campaigns, whether they’re social, content, search, email, SMS, digital or print. These are all campaigns that can benefit from mobile optimised landing pages allowing users to complete the desired search action – know, do, go or buy.

Anticipate the micro-moment

Which micro-moment from above is going to be the likely response your customer has from the selected campaign? Ensure your advertisement draws a link between the spot and the next step you want the user to take.

Deliver relevant and meaningful content

Ensure you deliver simple, relevant content for the expected search trigger in a friendly mobile optimised format. Make it easy for the user to take action – whether that’s finding a store, buying online, reading customer reviews or finding out more about your product.

Continually review and optimise

Through channel and web analytics, you can start to build a view of whether users are following your prompt and what they are doing once they have navigated to your landing page.

 

Photo used under Creative Commons license - By Cliff, Flickr