Second-Screen Viewing Soars, Measurement Key

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The rapid adoption of second digital video screens continues apace.

In just the last 12 months, Nielsen says smartphone penetration has risen 34%, with tablets increasing 400%, and Internet-connected TV 25% higher. Gaming console growth has climbed 1% in the last 12 months.

Steve Hasker, president of global media products and advertiser solutions for Nielsen, released the data at its Nielsen Consumer 360 event.

All this means big hurdles, but also opportunities. Nielsen's Cross-Platform Ratings are intent on measuring second-screen viewing. Hasker says the company's next move is to double its panel size to 20,000.

On a panel at the event, Peter Seymour, executive vice president of strategy and research, Disney Media Networks, said Disney just follows the consumer. “There are situational and age differences," he says, according to NielsenWire. "If kids are watching video in the back of the car, we empower them with mobile video.”

John Spadaro, senior vice president and managing director research of Zenith Media, said: “It’s really not a question of how to use a specific channel. You simply cannot succeed in a single-channel environment.”

Clint McClain, senior director of marketing of Walmart, added: “I’m looking for an innovation that we can build together for the consumer. I’m willing to roll the dice -- just tell me that the customers are going to be more engaged.”

Brad Smallwood, head of measurement and insights for Facebook, said: “We recognize that the future for us is very much about people developing off of our platform. Collaborations with Zynga, social TV … that’s where we see a lot of our growth happening.”

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1 comment on "Second-Screen Viewing Soars, Measurement Key".

1. Mike Dawson from Solly Labs
   

   commented on: June 27, 2012 at 12:18 p.m.
   "Willing to roll the dice," always great for a marketer to know a vendor is willing to take a risk in finding the optimum means to engage the consumer - But it is much easier to take risks when the budget is big and the risk only constitutes a tiny decimal of budget - The smaller brands who perhaps can only offer one campaign per quarter or less, need to be more risk adverse - we all fight for that business, but if the smaller vendor was to indeed follow the consumer to every screen they visit the dollars would quickly run out ---- There is enough data out there now for marketers to truly assess where the vendor's customers are more likely to become engaged - Risking the vendors money as though it was your own, what platform would you choose? Mike Dawson of : sollylabs.blogspot.com

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