Okay, so here’s the deal.
We all know TV advertising has become less effective in recent years. People look down at their devices as soon as they hear the first bar of music signaling a commercial break, or if they have the ability to fast forward and skip the ads entirely. Let’s not forget about the droves of millennials that are now consuming all their traditional TV content via streaming services such as Netflix and Amazon. Yet, TV advertising is still one of the best mediums to buy at scale and most major advertisers continue to spend heavily on the medium.
According to Nielsen, 84% of smartphone and tablet owners in the U.S. are looking at their devices (or second screens) while watching TV. That’s a pretty big opportunity for advertisers. Let me rephrase that. That’s an enormous opportunity for advertisers.
Rightly so, the second screen space has had millions and millions of dollars invested in it over the last six years. The company/companies that really crack this space and deliver scale and hard hitting results that not only justify their own purchase, but drive renewed excitement and engagement around TV ads, has the opportunity to be fire underneath the 172.5 Billon dollars spent globally on TV ads.
Yet, the companion apps from the networks themselves just don’t get the reach and usage to match the scale of TV. And with sponsored Tweets and Facebook posts, we get scale, but are back to limited creative opportunities. Let’s face it, the way they have built their ads goes back to interruptive advertising vs integrated value additive advertising and they just doesn’t work for on demand streaming.
So what’s the answer?
Second screen delivery of advertising to improve the effectiveness of TV ads isn’t just about media efficiency. It isn’t just about hitting TV viewers over the head with the same message from a different angle. It’s a new form a storytelling. It’s an opportunity to add extra value to TV viewers and actually provide them with something that they embrace and thank you for. It gives an opportunity to keep users engaged during commercials and to integrate messaging during the broadcast and not just as interstitials, AND it gives the opportunity to let the advertiser tie their messaging to the content no matter where the content is played; CW, Netflix, Hulu, reruns a month later, or even international broadcasts around the world. When an advertiser can do all this the ROI from both their second screen advertising and their TV advertising will go through the roof.
Here at GabBox, we’ve been working with advertisers to do just that. Send TV advertising ROI through the roof. Last year, as we quietly developed our platform and ran beta tests, we delivered 2.4 billion impressions, produced 3.4 million quality engagements around our partners content, and earned a quote from Greg Lucia, Saatchi & Saatchi’s Brand integration Director who we worked with around Dancing With The Star, that said “The return on investment with GabBox was among the highest the brand has ever experienced”. Again, that was with us in beta. With the recent release of our consumer mobile app, we are ready to take on the second screen and make TV advertising valuable again. TV advertisers interested in increasing the returns of every dollar they spend on TV can’t afford to be coy about this space, they NEED the second screen.