Second Screen Advertising in India: Engaging Multi-Device Audiences in the Digital Age

Second screen advertising refers to the strategy of targeting users on a second device, typically a smartphone or tablet, while they are consuming media on a primary screen, such as a television. In the Indian context, this approach has gained traction as media consumption habits evolve with increased smartphone penetration, affordable mobile data, and the widespread use of social media and streaming platforms.

Here’s a closer look at second screen advertising in the Indian context:

1. Increased Multi-Device Usage

Indian consumers are often engaged with their smartphones while watching TV or using other devices. With the rise of Over-the-Top (OTT) platforms and live TV shows, people are simultaneously active on social media platforms like Twitter, Facebook, or Instagram, either discussing the content or browsing other information. This dual-screen behavior offers an opportunity for advertisers to enhance engagement by serving complementary ads on mobile devices based on what users are watching.

2. Integration with Live Sports and Events

Live sports, particularly cricket, is a key driver of second screen usage in India. For example, during Indian Premier League (IPL) matches, viewers often follow live commentary, stats, and social media conversations on their phones while watching the game on TV. Brands have capitalized on this by running ads and interactive campaigns on mobile platforms that coincide with TV commercials or in-game events, increasing brand recall and engagement.

3. Social Media Amplification

With social media activity being high during major television shows, reality shows, and popular movies, brands leverage second screen advertising by integrating campaigns with trending topics, hashtags, and influencers. For example, during popular TV shows or events, advertisers often run synchronized ads on platforms like Instagram, Facebook, and Twitter, tapping into real-time conversations.

4. Interactive Campaigns

Second screen advertising in India also promotes interactivity. Viewers can participate in polls, quizzes, or contests related to the TV content on their phones. This strategy has been used by advertisers to create personalized experiences, increase engagement, and capture valuable consumer data for targeted marketing. Brands like Hotstar (Disney+ Hotstar) and JioCinema have utilized this technique to engage audiences during live streaming events with clickable ads, second-screen promotions, and interactive content.

5. E-commerce Integration

A notable development in second screen advertising is the integration of e-commerce, where ads on mobile devices directly link to purchase options related to products seen on TV. In India, many e-commerce brands use this tactic, particularly during festivals, cricket tournaments, or blockbuster movie releases, allowing users to immediately act on their impulse to purchase.

6. Targeted Advertising with Data

With the availability of telco data, app usage, and location-based targeting, advertisers in India can deploy second screen ads that are highly relevant and personalized. Advanced targeting technologies allow advertisers to serve ads that complement what viewers are watching on TV or OTT, driving higher click-through rates and conversions.

7. OTT and CTV Ecosystem

The growing penetration of OTT and Connected TV (CTV) in India has expanded the possibilities for second screen advertising. Viewers consuming content on smart TVs often have their smartphones handy. Advertisers can bridge the gap between the big screen (OTT or CTV) and the small screen (mobile), creating integrated campaigns that drive engagement on both platforms. This cross-device experience can track user behavior, preferences, and ad responses more accurately.

8. Challenges in Adoption

While second screen advertising holds great potential, its adoption in India is still evolving. The main challenges include:

• Fragmented media consumption: With the diverse media habits of Indian viewers across TV, OTT, and social media platforms, it can be difficult to align advertising strategies seamlessly.
• Measurement and Attribution: Measuring the effectiveness of second screen advertising, especially across different devices, requires sophisticated technology, which is still developing in the Indian ecosystem.
• User Experience: There’s a fine balance between engaging viewers and overwhelming them with ads. Too many ads across devices can result in ad fatigue, something Indian viewers are already voicing concerns about, particularly on OTT platforms.

Conclusion

Second screen advertising in India presents a promising opportunity for brands to enhance consumer engagement by tapping into the growing trend of multi-screen media consumption. As technologies like telco data-driven targeting, OTT, and CTV continue to grow, second screen ads can become more effective, delivering personalized and contextual advertising in real-time. To capitalize on this trend, advertisers must create seamless, engaging experiences that respect user preferences and avoid overwhelming audiences with excessive ad exposure.