Dual Screening

What is Dual screening?

Dual Screening refers to the practice of using multiple devices simultaneously, such as a smartphone, tablet, or laptop, while watching television. This behavior allows users to engage with additional content or activities on their secondary device while consuming TV content on their primary screen.

In the realm of Connected TV (CTV) advertising, understanding dual screening is crucial for marketers. It provides an opportunity to combine the benefits of lean-back brand advertising on the largest screen in the home, with the more performance-driven small screen conversion experience.

How to track dual screening conversions?

Dual screening can complicate the tracking of conversions as viewers may engage with ads on CTV but complete actions, such as purchases or searches, on a secondary device.

For example, a viewer watching a cooking show on CTV might use their smartphone to search for recipes or purchase ingredients. An ad featuring a product related to the show, such as a kitchen gadget, could prompt the viewer to click through to a website or app on their mobile device for more information or to make a purchase.

What is the importance of dual screening in CTV marketing?

• Cross-Device Strategies: Marketers need to develop strategies that account for dual screening by creating seamless cross-device experiences and using technologies that track user behavior across platforms.
• Targeted Engagement: Dual screening offers opportunities for targeted engagement by using ads that encourage viewers to interact with their secondary devices, leading to improved conversion rates and more integrated marketing campaigns.

For more information on how emotional resonance can help improve outcomes when running campaigns that work across dual screens, read our guide to Full Funnel Marketing on CTV.