Using a second screen while watching television drives TV ad engagement, highlighting how integrating online marketing with TV activity can be an effective marketing tool.
Watching TV and simultaneously using an internet-connected device such as a laptop, smartphone or tablet encourages more TV viewing and makes it easier for people to respond to ads, a report from Thinkbox reveals.
People were more likely to stay in the room or not change the channel during the ad break if they were multi-screening, the study found.
Multi-screening viewers stayed in the room for 81 per cent of ad breaks, while those not multi-screening stayed in the room for 72 per cent.
The study also shows multi-screening lets people engage with programmes and ads more easily, as they can research what they see on TV, chat online about ads and participate.
Additionally, there was no significant difference in the level of ad recognition between people when multi-screening or only watching TV.
Neil Mortensen, Thinkbox research and planning director, believes multi-screening is a “huge benefit and opportunity for TV advertisers”.
He explains: “Not just because it encourages people to watch more TV and more ad breaks – and does not adversely affect ad recognition – but because viewers now have the ability to act on what they see immediately.”