360 Degree Media Group Blog

The Rise of the Dual Screen

Posted by Amy Baker on Aug 29, 2014, 12:00:00 AM

In today’s technologically advanced world, rarely is anyone confined to using just one screen throughout their day. There was a time when the only screen you had was the television. When the computer eventually became a household item, people generally had to choose between their television or computer at any one time.  But that is no longer the case; from the time we get up in the morning until we go to bed, we have many screens and often use more than one at the same time, so companies must therefore utilize dual screen marketing.

In 2010, Yahoo! Conducted research that showed at the time there was a 22% rise in those who screened with multiple devices at one time. People will be watching TV and using their mobile or tablet at the same time to get work or browsing done. Showing an even bigger jump in dual screens, Nielsen showed in the last two years that jump has hit 40%.

Tablets and Television resized 600

Traditionally, the radio and TV were the best ways to market your company or brand, but that is fast changing with the rise of dual screening and the internet in general. Smartphone and tablet marketing effectively engages users in click-through content, and on average, brands are showing an increase of 300% in number of clicks with a smart device vs. number of clicks with a PC. Having said that, it is important to engage in an active digital marketing strategy with a focus on tablet and smartphone apps.

So what can you do to market effectively to those who use dual screens? The first thing is to understand that consumers always behave differently on smartphones and tablets. Watch the general behaviour of those who are visiting your brand and taking advantage of your services. You also need to design your website so that it has functions that will work easily with mobile applications.

Notice the patterns

Whether users will take advantage of your mobile content will depend on several factors and decisions, ranging from the length of the video you offer to where you place certain content. Watch the patterns and find what is being used most by your visitors. After tracking thisbehaviour, you can make tweaks to your content accordingly. You can also shift content around and allow the flow to be more mobile-user-friendly.

You may be wondering, "what can I do to make my design mobile friendly?" Lets take a look at the top tips for accomplishing this:

Responsive web design

You want to make sure the design of your website will respond and adapt well to the user. Focus on elements that do not need to be of a specific size to be best viewed. Users will pass over sites that have too much of that.

Keep it simple 

The more simplistic a design is, the easier it is to load on a smaller device such as a tablet or smartphone. If you keep designs clean and simple, it will be much easier for your customers to navigate. Here are some great examples of simple yet effective mobile site designs.

Make it interactive

There are plenty of new script technologies such as HTML5, CSS3 and Javascript. These programs allow you to make a website interactive and entertaining while not bogging it down with too many heavy images. Keeping your site from becoming static keeps dual screen users interested.

Flat colours

Choosing a simple colour that is flat and not too loud will keep the focus on the branding and not the loud design. It is also generally easier to view simpler content on a mobile screen.

Social media icons

Social media is dominant, so do not forget to put social media icons on your page.  Make sure the plug-in you use is mobile-friendly, because most social media these days is accessed by tablet or phone. 

Make your content shine

At the end of the day, the best way to keep users interested is with quality content.  You need engaging and interesting content to keep viewers on the page and to encourage the viewers to return in the future. 

For more information regarding how to integrate digital and traditional media, download your free copy of our email marketing ebook by clicking the link below:

The 360 Degree Marketing Group Email Marketing Ebook For Business Owners

Topics: Dual Screen, Dual Screen Marketing, Screens, Tablet Marketing