Second screening isn’t a sideshow anymore. It’s how audiences actually watch TV. The smartest TV campaigns now plan for living room impact and second screen action. And by using Advanced TV intelligence, you’ll achieve incremental reach, control frequency, and drive outcomes across devices.
Why second screens belong in every CTV strategy
Whether you call it second screening, dual screening, or multi‑screen advertising, viewers everywhere watch TV with a phone or tablet in hand. That’s a massive opportunity for any Connected Television (CTV) or broader Advanced TV campaign. Targeting that second screen can extend reach, deepen engagement, and convert curiosity into action in the exact right moment.
When you build second‑screen thinking into your TV plan from day one, you can:
- Add incremental reach by finding streaming‑first or light‑linear audiences.
- Improve outcomes with sequential messaging, tailored creative and tappable formats.
- Measure what matters (not just VTRs): site visits, app activity, footfall, and sales.
Want the full global picture? Download our latest Winning TV insights report for country‑by‑country viewing and advertising trends.
How people use second screens around the world
Second screen habits vary by market, but the behavior is everywhere and it’s highly actionable for marketers. Some of the most common things people do on a second screen while watching TV are:
- Messaging and social – chatting about the show, posting reactions, joining live polls.
- Search and discovery – looking up actors, teams, products, music or plot points.
- Shopping – price‑checking or purchasing products seen in ads or on‑screen.
- Companion content – live stats, behind‑the‑scenes, episode guides and quizzes.
When you’re planning a successful CTV campaign that targets second screening, it’s best to think in four buckets as you plan:
- Second‑screen content – extras that enrich the main story (recaps, AR filters, stats).
- Second‑screen experience – interactive moments tied to the TV screen (live votes, play‑along games, QR code triggers).
- Second‑screen advertising – synchronized mobile/video/display that complements the TV spot and nudges action.
- Double screening behavior – the audience reality you plan around to control reach and frequency across devices.
Local snapshots (examples):
- United Kingdom – A majority of viewers routinely use a second screen while watching TV; plan sequential journeys and coordinated frequency to avoid over‑exposure.
- Canada – A sizable share of viewers almost always use a second screen; build shoppable moments and search‑ready creative to capture intent spikes.
- United States and Australia – High rates of smartphone second‑screening mean your CTV creative should always have a mobile follow‑up. Think attention‑grabbing hooks in the first 3 seconds, and clear calls to action.
Ready to translate behavior into outcomes? Explore Advanced TV with MiQ.
What if your market second screens less? (France, for example)
Not every country second screens at the same rate. In markets like France, frequent smartphone second‑screening is comparatively lower. But that doesn’t mean you can’t drive outcomes. It means you shift the emphasis:
- Lean into the TV screen itself: use Broadcast Video On Demand (BVOD) overlays, QR codes, and longer‑form storytelling to earn attention in‑screen.
- Boost reach with addressable: complement linear/BVOD with CTV segments that uncover light‑TV or streaming‑first households.
- Sync companion experiences: if viewers aren’t glued to phones, make the companion experience irresistible: time‑boxed rewards, live predictions, or exclusive content accessible after the spot.
- Optimize frequency holistically: cap at the household level across linear + streaming, then add cautious second‑screen bursts during big cultural moments (e.g. sports finals) when dual screening spikes.
How to actually activate second screen retargeting (that works)
The key is connecting what’s on TV to what’s on mobile in the moment and then measuring the lift. Here’s a proven playbook you can run with MiQ:
- Real‑time TV -> mobile retargeting
Use ACR‑powered TV exposure data to reach households on a second screen within seconds of seeing your TV spot. Great for brand recall, site/app nudges and in‑store prompts. - Overexposed / underexposed balancing
Suppress over‑exposed households and shift budget to the underexposed to maximize unique reach and minimize waste. - Sequential messaging
Serve a short, action‑oriented mobile ad to viewers right after TV exposure (e.g., product details, price, local availability). Follow with a reminder 24–72 hours later for high‑intent segments. - Search and social surge capture
Own branded and category search immediately after your TV spot airs. Pair with social placements that catch real‑time conversation. - Outcome measurement
Attribute second screen activity to TV exposure: brand lift, site visits, app opens, store visits or sales, then optimize mid‑flight.
Where Sigma Intelligence fits in
MiQ Sigma connects what people are watching (TV exposure), browsing (web/app behavior) and buying (commerce signals) to build precise, privacy‑ready audiences and automated workflows. In a second‑screen plan, Sigma helps you:
- Identify over and underexposed viewers and automate budget shifts to maximize incremental reach.
- Trigger sequential messaging across mobile, video and social right after CTV/linear exposure.
- Forecast and cap household‑level frequency across programmatic TV and digital.
See Sigma in action or book a demo.
Conclusion: Second screens are now the first place to win
Second screening is the default, not the exception and it’s central to any winning programmatic TV plan. Make second screen behavior a core brief item for every TV campaign, use Connected Television to find incremental reach, and let data‑driven sequencing do the heavy lifting for outcomes.
- Explore MiQ’s Advanced TV capabilities
- Get the global Advanced TV report for the latest country‑level insights
- Learn more about MiQ Sigma or book a demo
