Twitter's acquisition of video-editing startup SnappyTV is broadening advertising opportunities on the second screen.
As higher-quality video becomes part of the Twitter experience, the question for second-screen advertisers is how to capitalize on this change of scenery.
Sandy Howe, SVP of Global Marketing for ARRIS, offered the following insight:
"Using smartphones and tablets to accompany the TV experience is no longer a niche activity; it's the norm. ARRIS research* shows that more than half of global consumers are second-screeners and 12% are using more than two. For content providers and advertisiers, these viewers are an untapped goldmine.
36% of second-screeners used their second device to access live information about the program. Perhaps more compelling is that 30% used it to purchase products featured in the programs they watch. This engagement shows a fundamental shift in how we're self-seeking to spend money, and consequently has tremendous implications for monetising entertainment.
43% of second-screeners engage in conversations about the TV show they're watching… while they watch it, and Twitter is an important component in that experience. But more importantly, 41% of consumers find ads on their smartphone intrusive, and nearly half never click through or follow up on TV advertisement on their connected devices. In fact, 40% of consumers record content to skip over the ads! What advertisers need to consider is how to personalize and place their videos to become a relevant and welcome part of the conversation so that they can begin to monetize this opportunity."
*The ARRIS 2014 Consumer Entertainment Index, an independent study of global media consumption habits, surveying 10,500 consumers from 19 countries