What is second screening and why it matters
Second screening is the practice of using a second device, usually a smartphone, while watching content on a primary screen such as a TV or live stream. It describes how viewers engage with both screens at once to search, chat, or respond to related content in real time.
Research shows that more than 80% of viewers use another device while watching TV.
Viewers use their second screen to:
- Chat with friends and family
- Shop and complete orders
- Research items or people they see on TV
- Interact with brands in real time
Second screening matters because it changes how people engage with content. It allows brands to meet audiences where their attention moves across multiple devices, and to turn casual viewing into interactive engagement that strengthens both marketing and customer experience.
Second screening examples and use cases
To better understand what second screening means consider this example:
A person is watching a football match on TV while player stats, chatting with friends, or scrolling through social media on their phone. The primary screen holds their attention, while the secondary screen gives them a way to react, research, or respond to what they are watching.
Mobile phones are the most common second screen, followed by tablets and laptops. Live events, sports broadcasts, and streaming shows drive the highest levels of second screen engagement, while ads and interactive features often trigger instant responses.
This mix of entertainment and action makes second screening a valuable opportunity for marketers. When attention shifts to another device, brands have the opportunity to drive users to take immediate action, such as visiting a website, joining a conversation, or making a purchase.
How to use second screening in marketing
Brands can use second screening to connect with audiences at the exact moment they are most engaged. Instead of competing for attention, they can coordinate messages across screens to create a single, connected experience. c
Take Eurovision or America’s Got Talent for example.
Both shows invite audiences to vote, comment, and engage through second screen apps and mobile websites while the broadcast airs. The America’s Got Talent app even uses the slogan “Get the app that makes YOU the judge.” The Eurovision Song Contest app says “You’ve never been closer to the Eurovision Song Contest, from wherever you are.”
These slogans capture what second screening is all about by making the experience more engaging, interactive, and personal, giving viewers a sense of being part of the show.
Another strong example is the Nike “Phenomenal Shot” campaign during the FIFA World Cup. Nike created mobile web experiences that allowed fans to capture, remix, and share athlete moments only seconds after they appeared on TV. It showed how brands can synchronize content across screens to build real time interaction and emotional connection.
Second screen strategies often use simple but powerful tools like QR codes, short links, and interactive polls that connect directly to what is happening on the main screen.
When done well, these campaigns extend storytelling beyond one screen and inspire viewers to take action immediately. A TV or YouTube ad can spark curiosity, and the mobile device becomes the place where that interest turns into a click, a sign up, or a purchase. Tracking these interactions helps brands see what moments drive engagement and tailor future campaigns accordingly.
Second screen strategy with Infobip solutions
With Infobip, brands can design and automate effective second screen marketing strategies that reach people where they are most active. The platform combines messaging, chat apps, social media, and customer data tools to deliver real-time, personalized engagement.
SMS and RCS messaging enable immediate responses. During a live show, a viewer can receive a message with a link to a poll, quiz, or exclusive offer at the perfect moment.
Chat apps such as WhatsApp, Viber, and Messenger make second screen campaigns conversational and interactive. A viewer can respond to a prompt during a live event, vote in a poll, join a challenge, or redeem a personal offer. Adding gamified elements such as trivia, scoreboards, or rewards can make these interactions even more engaging and keep audiences active throughout the broadcast.
Social media integration amplifies reach. Brands can run synchronized ads on TikTok, Instagram, X, or YouTube during live events or TV ads. Viewers who are already on their phones can respond instantly, while hashtags, comments, and DMs extend the conversation beyond the broadcast.
Our customer engagement solution and customer data platform work together to connect every interaction. They help marketers identify second screen users, create personalized experiences, and measure engagement across devices.
Best practices for second screen campaigns
Timing
Viewers are most active on their phones during commercial breaks, quiet moments, or right after a show ends. Triggering mobile or social ads at these times makes the message more relevant.
Context
Link second screen activity directly to what is happening on the main screen. A food delivery brand that advertises during a cooking show can immediately send a discount code or TikTok ad inviting viewers to order dinner.
Channel selection
Use each channel for its strength. SMS works best for instant calls to action, while RCS and chat apps such as WhatsApp, Viber, and Messenger are ideal for two-way conversations and interactive engagement. Social media helps build awareness and extend interaction beyond the broadcast.
Consistency
Ensure the second screen message feels like part of the same story, not a separate campaign. The visuals, tone, and offer should complement the main screen content.
Measurement
Track clicks, conversions, and engagement across both screens to see which moments and formats work best. Use this data to refine your next second screen campaign strategy.
Future trends in second screening
Second screening will continue to shape how people consume content and how brands design campaigns. AI driven personalization will soon detect second screen behavior in real time and automatically deliver tailored content across devices.
Interactive formats will become more dynamic, with campaigns that move seamlessly between TV, mobile, and web. As connected devices and smart TVs become standard, second screen engagement will evolve into a fully integrated part of the omnichannel experience.
Conclusion
Second screening has changed how audiences watch, interact, and make decisions. For brands, it is not only about visibility but about synchronizing messages across screens to create meaningful moments.
By combining creativity with technology, marketers can use second screen strategies to drive engagement and conversion where it happens most, on the device already in the viewer’s hand.
Infobip helps brands make this possible through messaging, chat apps, social media integrations, and a customer data platform that delivers the right message at the right time on every screen.
FAQs
Second screening refers to the behavior of using a secondary device (such as a smartphone or tablet) while engaging with content on a primary screen (for example a TV or live stream).
Because attention shifts to the second device rather than disappearing. Brands have the opportunity to reach audiences across multiple devices in real time, turning passive viewers into active participants and improving engagement and customer experience.
Brands can sync messages across screens, inviting viewers to vote, comment, shop, or engage while watching content on their primary screen. They can use QR codes, short links, interactive polls, and gamified flows to prompt actions on the secondary device.
Most commonly smartphones, followed by tablets and laptops. These become the viewer’s active device while the primary screen retains attention.
Viewers often reach for their phones during ad breaks, slower moments in programming, live events, or immediately after the show ends. These are high-opportunity windows for second-screen engagement.
Use the right channel for the right moment (SMS for instant action; RCS/chat apps for interactive engagement; social media for reach). Keep messaging consistent across screens, time prompts with key moments during the broadcast, and measure interactions across devices to improve future campaigns.
Tools include integrated messaging platforms, chat apps, social media ads coordinated with broadcast timing, and customer data platforms that track cross-device behaviour and enable personalized flows.
Expect increasing use of AI-driven personalization across devices, interactive campaigns that move between TV, mobile and web, and deeper analytics that connect viewer behaviour on the secondary screen with overall campaign performance.