In many ways newcomers, particularly internet innovators, are much more suited to cracking the second screen as they are smaller, more nimble, and don't have to consolidate internal department silos and deal with convoluted internal politics of making things happen fast in the realms of the large broadcaster.
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The internet crowd, telco and TV manufacturers – the newcomers – are often more nimble and aggressive towards the second screen and are pushing hard towards the new goldmine that brands in particular, along with their agencies, want badly. This is exactly what brands generally pay for when funding commercial TV. Tie that in with more commercial skipping via PVR and fragmented audiences due to the increase in volume of content from the Web, OTT and battle for entertainment time with gaming and it is getting tough to keep eyeballs and retain mass reach. It's a direct threat to 30 second spots and the commercial TV model when people are no longer watching them due to their new fixation with mobile devices – a great deterrent from irrelevant commercials. These are shifts that make traditional gatekeepers of the living room – the incumbents – shudder while their new competitors are driving right through the walls into the living room with giant grins on their faces.Īccording to Forbes, there's half a trillion US Dollars at stake as the internet collides with television.
Meanwhile, the latest Nielsen survey of connected device owners, shows that nearly half of smartphone owners (46%) and tablet owners (43%) said they use their devices as second screens while watching TV daily.
More than half (54%) said they used the internet at the same time. The most popular activity was using their mobile, with seven in ten (70%) saying they did this while watching the TV on a TV set (41% said 'every day').
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