Cross-Screen Marketing 101: Integrating CTV and Mobile Ads for Maximum Impact

Second screen viewing, the practice of using a smartphone or tablet while watching TV, has transformed media consumption. It's made TV viewing a more dynamic, interactive, and social experience. An overwhelming 88% of Americans engage with a second screen while watching television, with rates even higher among younger demographics like Gen Z and Millennials at 94% and 95%, respectively. This shift represents a significant opportunity for mobile game developers to engage with their audience in real-time with cross-screen marketing.

Social interaction is also central to second screen usage. In fact, 41% of viewers engaging in social media discussions about the content they are watching. Additionally, 35% of users are influenced by what they see on TV to engage in commercial activities such as shopping. This blend of entertainment and commerce through second screen usage is ripe for innovative retargeting strategies that can boost engagement and foster community among gamers.

How Second Screen Viewing is Changing Media Consumption

The prevalence of second screen usage has fundamentally altered media consumption patterns. While it enhances user engagement by allowing for multitasking and interaction, it also presents challenges due to divided attention. Only 7% of viewers use their second screens to consume content related to what they are watching on TV, indicating that most second screen interactions are independent of the primary content. This behavior underscores the opportunity for developing engaging, synchronized content across multiple screens to capture and retain viewer attention.

Optimizing Retargeting Strategies for Cross-Screen Marketing

To capitalize on the rise of second screen viewing, mobile game developers can implement targeted cross-screen retargeting strategies that not only re-engage users but also sustain their engagement over time. Here are five recommendations for integrating second screen viewing into a comprehensive CTV and mobile retargeting strategy:

1. Synchronized In-Game and TV Campaigns

Leverage live TV events to synchronize in-game events or promotions. This enhances the connection between the game and real-world activities. It also ensures that your game remains top-of-mind during peak second screen usage times.

• Strategy: Launch synchronized retargeting campaigns that tie in-game events or promotions with popular TV shows or live events.
• Example: During a major sports event, a sports-themed mobile game could offer special in-game rewards or features that correlate with the live event's milestones, encouraging players to interact with both the game and the event simultaneously.

2. Interactive Ad Formats Across Screens

Leverage interactive ad formats that captivate users on both their TV and mobile devices. This creates a more engaging and participatory experience.

• Strategy: Test interactive ad formats that engage users on both CTV and mobile devices. This could include interactive polls, quizzes, or challenges that are related to the TV content being watched.
• Example: A mobile game could feature a trivia contest about a popular TV series. Viewers watching the series could participate in the trivia via their mobile device, with rewards that can be used within the game.

3. Real-Time Personalized Offers

Use real-time analytics to offer personalized in-game offers or content based on the viewer’s current TV watching habits and previous in-game activities.

• Strategy: Launch personalized offers or content to second screen users based on their TV viewing habits and in-game behavior.
• Example: If a viewer is watching a fantasy TV show and has previously engaged with similar genres in your game, push a notification offering a limited-time discount on fantasy-related in-game purchases.

4. Enhanced Social Media Integration

Boost game visibility and player engagement by linking in-game achievements and special events directly to social media actions on second screens.

• Strategy: Enhance your game’s social media integration to encourage discussion and sharing about in-game activities in sync with TV content, leveraging platforms popular with younger demographics, such as Instagram or TikTok.
• Example: Create shareable in-game moments or achievements that users can post on their social media feeds when they occur simultaneously with related TV show themes or episodes.

5. Cross-Promotion with TV Ads

Create cohesive experiences by linking TV advertisements with in-game content, ensuring simultaneous engagement across TV and mobile platforms.

• Strategy: Develop cross-promotions that create a cohesive viewing and gaming experience.
• Example: If a new game expansion is advertised on TV, immediately offer a tutorial or a first-look experience on the mobile game that complements the ad, enticing viewers to engage with both the advertisement and the game.

Harnessing Cross-Screen Marketing for Mobile Game Retargeting

Cross-screen marketing offers a unique opportunity for mobile game developers to create more engaging, interactive, and personalized gaming experiences that resonate with today's multitasking audience.

• Widespread Second Screen Use: With 88% of Americans engaging with second screens while watching TV, mobile game developers have a ripe opportunity for innovative user engagement.
• Interactive Engagement: Strategies like synchronized in-game and TV campaigns, interactive ads, and real-time personalized offers can effectively recapture and hold gamer attention, aligning game content with current TV viewing.
• Social Integration: Enhancing social media connectivity within games taps into second screen habits, boosting visibility and player engagement through active community participation.
• Cross-Channel Synergy: Coordinating TV ads with in-game content ensures seamless user experiences, enhancing both engagement and retention.

📲 Ready to unlock the full potential of CTV retargeting for your mobile game? Let’s make it happen! YouAppi’s CTV App Sync has already helped mobile gaming apps boost ROI by 230% and increase app reopens by 15%, proving that a cross-channel approach delivers real results. 

Connect with YouAppi and start making the most of every screen. Let's create a winning retention strategy for your mobile game.