It is totally hip and happening: second screen. More and more people watch television and use their devices at the same time. But how do those people use that device? And what are the opportunities for producers and advertisers? This is often misjudged.
As creator of a second screen app you should really think about the program that you’re dealing with. Casual programs are perfect for second screen apps, because the attention spans are short and between two spans you can involve your audience . For series with a longer attention span is much harder to create a suitable app that really adds value. That’s why it worked well with The Voice of Holland, but not with Divorce.
Sitting on the couch watching The Voice of Holland is what a Friday night looks like for many Dutch people. A casual program, of which you don’t necessarily need to see all the episodes to follow it and enjoy it. This is typically a program where a second screen app can work well. The home coach app asks you simple questions: Turn around or not? Who will win the battle? These are questions that you also think about if you are just sitting watching the program, it makes sense. Therefore, there is added value for the viewer and they will feel more involved with the program.
In The Voice of Holland Home Coach app sponsor Vodafone is all over the place, but the content of the program is leading and not the brand. That’s what they did wrong in Keygame. Volkswagen sponsors the new drama series Divorce. In the series almost all the characters drive a Volkswagen. Now ACHTUNG! created a second screen game about this fact. If the app calls the key alarm you need to search for a Volkwagen key on TV. You could grab those keys within the app to win a car. It is very simple, but quite annoying, because once that alarm started ringing I couldn’t follow the story anymore. And that is why I was watching TV initially. After 5 keys (all of which did not fit) I called it a day.
This year we also saw the second screen addition to The Mole. I was happy because this could make my favorite program even more enjoyable. At least I thought so. I let my imagination flow. Can I now keep my own diary, designate hints, mark suspicious moments and share it with my friends …? No. So, what can you do on live.avro.nl? Answer a few questions and pick your mole… Ok, it’s pretty nice to know what percentage of Dutch people agree with me, but do I necessarily have to know that during broadcast? As a true The Mole lover I’d rather just watch. The preview and review are nice, but on these moments your second screen gets promoted to the first place.
There is so much to learn and to try and I hope that the end user is considered more important. I wonder what the next second screen apps will bring us, keep you posted.