How Broadcasters Can Command Viewer Attention Despite Smartphones
by Amanda C. Thompson, on Sep 27, 2018 9:06:31 PM
As a broadcast professional, you’re used to thinking about television from behind the screen, but take a moment to consider your own viewing habits. How do you watch TV? Chances are, you’ve got the television on in the living room and a smartphone in your hand, checking the weather, news, or a social media feed.
If this is how you, a broadcaster, interact with TV, you can bet that the average viewer is also splitting their attention between devices. In fact, studies show exactly that: Nielsen says that 85% of mobile owners use their tablet or smartphone while watching TV, and research from the Consumer Technology Association found that when Millennials watch TV, 88% of the time it’s with another device in hand.
This may seem like a problem at first. Broadcasters invest heavily in content and advertisers pay good money to put their brand in front of viewers’ eyes - yet many people are tuning out. But what if, instead of seeing multitasking as a problem, we started to see it as an opportunity? Instead of asking how we can get audiences to stop looking at their phones, it’s time for broadcasters and advertisers to ask how they can meet them there.
The first step is understanding what users are doing on their devices. Research shows that 40% are searching for more information related to the show that they are watching, while an additional 40% are joining conversations about the show. Another large segment of users is checking sports scores during games.
Perhaps most importantly, Google reported that two thirds of these multi-taskers are shopping, and of that segment, 81 percent are doing so spontaneously. If networks and advertisers could grab the attention of those spontaneous shoppers, it could become a powerful tool for redirecting traffic and revenue streams to their benefit.
Steering viewers in the right direction means creating a simple path from the primary screen in the living room to the mobile device in the viewer’s hand. One way to do that is with a scan code that can appear on any broadcast content – either during commercials, or within shows and programs themselves.
Inviting viewers to scan gives them two attractive benefits: access and power. A scan code creates on-demand access to additional content, stats, shopping opportunities and more without intruding on the viewer’s experience – the viewer decides if and when to scan.
Sodyo has introduced a solution that utilizes a colored matrix scan code, called a Sodyo Marker, which serves as a call to action for viewers. How did we arrive at this solution among myriads of other options?
Not only does this leverage ubiquitous mobile devices to benefit networks and advertisers, but it also helps draw eyes back to the primary screen as audiences start to look for those opportunities to go deeper with broadcast content.
If you think your network could benefit from an engagement tool like this, or just want to know more about how Sodyo’s technology works, click below to contact us.