Monday, October 20, 2014

The "Snap Back" effect and our second screens

You know the routine.  You're watching something on TV, but your phone or your iPad is distracting you.  Our primary screen is the TV, but it seems we're spending 34% of that time on our second screens. 

That's a hefty number! As you can imagine, the advertisers want to know how to engage us, how to snap us back. How can you get creative?

Dan Aversano from Turner Broadcasting Sales is interested.  They're doing the research to help.  Some  suggestions:

-Upbeat music snaps us back.  Makes sense, right?

-Context matters.  Give us something interesting!

-Contrasting audio cues can do a great job of bringing attention back.  

-Sound the alarm, literally.

-Human connections matter. 

-Show talent, celebrities matter.

-Use humor.  Of course!

-Create SnapBack before pivotal branding moments.  Make sure you've got their attention before your moments.

There's a roadmap for success.  There are creative elements that can be considered.  There are things you can do to make your ads work even better in this world of second screens than before.  We're staying engaged, we're not changing the channel, we're not going to the refrigerator.  Dan Aversano and Turner are helping us to create this new, creative type of ad.  


Karen Yankovich is a social media brand strategist, business consultant and speaker, and the CEO of Uplevel Media.  Having “been there and done that” in the arena of losing (and then re-finding) a focused approach to business and life, Yankovich now offers coaching and consulting for entrepreneurs and small businesses. Her unique specialty blends her “get it done” attitude with a passion for authentic connection in her personal services and online workshops. Social media and LinkedIn Evangelist, Yankovich guides entrepreneurs to creating wealth by combining smart business practices with simple proven systems that develop and maintain strong customer relationships. She offers results oriented and expert conversational marketing strategies that position her clients to bring in instant results. Yankovich’s background includes over 30 years in the fields of information technology, marketing and customer relationships, making social media her ideal niche.  www.karenyankovich.com

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