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Capturing the Spotlight: The Power of Second Screens and CTV in Modern Marketing

How startup founders and small businesses can engage audiences through Connected TV and second screens

Second Screens

Have you ever found yourself watching a show on your smart TV, only to find your smartphone in your hand, scrolling through social media during commercial breaks?


Welcome to the world of second screens and Connected TV (CTV) – a fantastic duo that's reshaping the marketing landscape faster than a TikTok video goes viral.

B2B Sales

Second Screens and CTV: The Dynamic Duo

Today's media consumption habits are like juggling. Picture this: You're lounging on the sofa, watching the latest episode of your favorite series on Netflix, while tweeting your thoughts and reactions on your smartphone.


This practice has become the norm for many of us and represents the dynamic interplay between Connected TV and second screens.


Connected TV refers to televisions connected to the internet, enabling users to stream content through OTT (over-the-top) platforms such as Netflix, Amazon Prime, and Hulu. Meanwhile, second screens are the additional devices we use simultaneously, like smartphones and tablets.


eMarketer predicts that by 2023, there will be over 204.1 million CTV users in the US alone, highlighting the growing significance of this medium.


Second Screens and CTV in Marketing: The New Kids on the Block

Remember when traditional TV ads were the only way to reach audiences at scale? Well, those days are gone, my entrepreneurial friends.


The rise of second screens and CTV has opened up a whole new world of marketing opportunities. They allow for highly personalized, engaging ads that can be served to your target audience right when they're immersed in their favorite content.


Take Gary Vaynerchuk, for instance. The founder of VaynerMedia, a full-service digital agency, he quickly recognized the power of CTV and second screens, and has been leveraging them to deliver targeted ads and engage his audience on a deeper level.


Connected TV


Transforming Audience Engagement with Second Screens and CTV

Now, you might be wondering, "How does all this translate into better audience engagement?" Well, let me break it down for you.


Second screens and CTV allow for hyper-targeted ads, thanks to the abundance of user data available from these platforms. This means you can serve up ads that are perfectly tailored to each viewer's interests and behaviors.


It's like having your own personal ad butler, delivering the right message to the right person at the right time. A study from Innovid found that personalized CTV ads can lead to a 309% increase in engagement - now, that's a number worth paying attention to!


Bringing It All Together

The point is, second screens and CTV offer a powerful way for startups and small businesses like yours to engage with audiences in a highly personalized and engaging manner. It's about embracing the change and leveraging these new tools to your advantage.


And remember, as entrepreneur Reid Hoffman once said, "An entrepreneur is someone who jumps off a cliff and builds a plane on the way down." So, why not build your plane with the most advanced tools available?


In conclusion, let's not view CTV and second screens as mere buzzwords but as strategic tools to catapult your startup or small.

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