Beyond The 1st Screen

Is your brand is missing this OBVIOUS opportunity to reach consumers and reinforce brand messaging?

Take a moment to think about it. You interact with multiple screens throughout the day. For most of us, the mobile phone dominates our attention—regrettably the first thing we reach for in the morning! Then there are smart TVs at home, desktops at work, tablets on the move, and even digital panels in public spaces like tube stations.

With all of this real estate available, is it wise for your brand to rely on just one screen for effective advertising efforts? Or, more strategically, which screens—or combination of screens—should you activate to maximize engagement and ROI? This is where second-screen advertising becomes a game-changer.

Second-screen advertising is all about using multiple devices together to enhance brand engagement. How often do you find yourself scrolling on your phone while watching TV? Or look at those digital panels as you go up the escalator at a Tube station as you listen to your podcast? This behaviour presents a huge opportunity for advertisers, to create more immersive and connected brand experiences.

To get second-screen advertising right, brands need to rely on data rather than guesswork. As expected, not all screen combinations work the same way for every audience. Though, by analysing user behaviour & engagement metrics, over time you can pinpoint which screens work best together, when audiences are most receptive, and what type of content drives action. For your business, you may find that you find success when pairing TV ads with mobile promotions during live events to boost engagement. Or you may find that desktop users respond better to retargeting ads on their mobile devices later in the day.

To be clear, success in second-screen advertising isn’t just about being present on multiple screens—it’s about making sure those screens work together effectively. Using Programmatic advertising ensures the right message appears at the right time across devices. Aligning ad content with what the audience is already engaging with makes it more relevant and less intrusive. Interactive elements like QR codes or social media prompts encourage real-time engagement. And most importantly, tracking performance data allows brands to refine and optimize their approach continuously.

It is likely that if you are relying on a single screen, you are probably leaving valuable opportunities on the table. Consumers are already engaging across multiple devices—it’s up to YOU to meet them where they are.

A test-and-learn approach backed by data will help your business unlock the full potential of second-screen advertising, creating more impactful & engaging campaigns that drive real business results. In a world where attention is constantly shifting, the brands that master multi-screen engagement will be the ones that stand out.

So ask yourselves... are you making the most of your second-screen opportunities?