Second-screen usage drives new online, mobile advertising investment

Michelle Clancy | 22-11-2013

Second-screen usage is the latest way US consumers engage with television content. According to the latest Nielsen data, 75% of smartphone and tablet users are engaging with second-screen content more than once a month as they watch TV.

Out of that 75%, about half are engaged with second-screen content daily translating to 50 million people.

This is, of course, good news for brands and advertisers as consumers branch out to new screens and increase the number of media hours in their days.

Accordingly, advertising on digital media is growing by leaps and bounds, with online video and mobile experiencing the highest year-over-year increases. In a case study, Nielsen highlighted La Quinta Inns & Suites whose core consumer is the 25-64-year-old male business traveller which recently turned to Nielsen to measure its latest cross-screen campaign.

Launched in early 2013, the cross-screen 'La Quinta, we take care of you, so you can take care of business' campaign integrated multiple screens and focused on driving awareness and purchase intent among the hotel chain's key consumers.

Shortly after the campaign began, Nielsen discovered that La Quinta was only reaching 46% of its key demographic across both TV and online. The TV plan skewed more toward the 65+ age group and women, prompting La Quinta to examine its existing TV strategy and make adjustments to better reach its 25-64-year-old male audience. The online part of the campaign was also underperforming, as it was only reaching 51% of its intended audience, below the norm for similarly aimed campaigns.

Through these analyses, La Quinta identified the best mix of sites and programs to maximise every dollar spent. Because Nielsen was able to measure the cross-screen reach and resonance of the ads during the campaign, La Quinta was able to make adjustments that improved cross-screen exposure to its key audience by 100%.

"Understanding where strategies are on point and where they're falling short in real-time is key in maximising return on investment and developing a strong consumer base," Nielsen said. "Campaigns that integrate multiple screens continue to reap greater results than single-media campaigns, signalling the end of a single-screen era."