Second Screen Advertising: How to Monetize Audience Distraction

March 5, 2025

Modern sports experiences are no longer what they used to be. Today, spectators watch games and matches with a smartphone in hand, always ready to distract them. 
This shift has given rise to second screen advertising, where brands leverage multi-device usage to engage audiences in real-time.

According to a Capgemini report, 68% of fans at the stadium use a mobile device to gather information about the game or players, while 65% use it to watch replays from different angles.

Meanwhile, a Nielsen analysis found that multi-device usage has increased by 5% globally over the past year, with a 10% rise among younger audiences.

Clearly, these figures suggest a growing trend that, rather than being an obstacle, represents a golden opportunity for businesses.

But how can this be turned into a strategic advantage without being intrusive?

The answer lies in second screen advertising, a phenomenon revolutionizing the interaction between audiences, content, and advertisers.

Second Screen: From Distraction to Opportunity

The concept of second screen refers to the simultaneous use of a second device—often a smartphone or tablet—while watching content on a primary screen, such as a TV.

This well-established habit opens the door to innovative advertising strategies based on engagement and interactivity.

A few years ago, the main goal of sports marketing was to capture the audience’s interest in a traditional way. Today, however, it is about monetizing fragmented attention.

Brands no longer need to fight against distraction; they need to leverage it by creating parallel, immersive, and personalized experiences.

Winning Strategies for Second Screen Advertising

The challenge is to integrate seamlessly into this dynamic without being intrusive.  

Here are some successful strategies that are redefining advertising during sporting events.

Social Media Engagement: The Game Moves to the Feed

During a live event, social platforms become a parallel stadium where users comment, share, and join discussions.

Companies can engage in these conversations through:

• Sponsored hashtags that encourage users to interact on a specific topic.  
• Real-time polls that engage fans.  
• Quizzes or challenges that reward the most active users.

Interactive Ads: Transforming Advertising into Experiences

Traditional ads during match breaks are losing effectiveness as users prefer checking their social feeds or chatting rather than watching commercials.

How can this be countered? Through interactive and synchronized content:

• Shoppable ads that allow users to purchase a product seen on TV with just a tap on their smartphone.  
• QR codes or interactive banners, such as Amazon Prime’s, that provide real-time details about players.  
• Live betting, enabling fans to place wagers from their second screen while the game is in progress.

Companion Content: Beyond the Match, Inside the Story

Fans want more than just the game; they seek deeper insights, behind-the-scenes access, and a sense of connection to the narrative.

Second screen advertising can be the perfect tool to offer:

• Real-time stats, such as player performance data or tactical analysis.
• Exclusive content, including live interviews or footage from the locker rooms.
• Alternative live streams that provide different perspectives—more technical if led by a former player, or more lighthearted and entertaining if hosted by an influencer.

The Future is Multiscreen

Second screen advertising is not just a trend—it’s a structural shift in how we engage with sports.

From a business perspective, integrating it with targeted strategies and engaging content means enhancing audience interaction, building user loyalty, and maximizing conversions.  

In an increasingly fragmented media landscape, the key is not just to capture attention but to create fluid and complementary digital experiences.

The future of sports marketing is here: multiplatform, interactive, and immersive.

If you’d like a free consultation to discover what kind of sponsorship might suit you, contact us. We’re waiting for you!