Q & A with Bryon Morrison, President of Mobile Marketing
What are some of the challenges you see with second-screen campaigns?
Much like a shopper marketing program where you have to serve many masters equally (i.e., the brand, the retailer, the shopper), a well-executed second screen campaign is integrated with publisher content. The 30-second spot is a short period of time to connect with someone, get them to navigate somewhere on their phone and engage before it's too late so that publisher support bridges the gap. Networks like Bravo and ESPN have done an exceptional job of engaging via the second screen and integrating advertisers/sponsors so they get much better results.
If the program is entirely advertiser driven, the weight is put on the shoulders of mobile so you can start to consider technologies that will prompt the user and automate the content search within an app or site.
How can marketers create long-term engagement from second-screen campaigns?
"Long-term" is the smartest way to approach second-screen strategies. If advertisers took the perspective of engaging viewers over time, they would be able drive app downloads, work with publishers on content integration, train the viewer to anticipate a second screen experience, and incorporate proactive technologies like audio recognition or, at minimum, time-based communications into their app experience.