Get ready for a paradigm shift in the world of advertising! The rise of second-screen viewing has sparked a fascinating debate. While it may seem like a challenge, Tubi's CMO, Nicole Parlapiano, sees it as a golden opportunity. But here's where it gets controversial...
In today's world, where millennials and Gen Z are constantly glued to their phones, the traditional TV-viewing experience has taken a backseat. Nearly 70% of US social media users admit to scrolling their feeds while watching TV, according to YouGov's 2025 survey. This multitasking behavior might seem like a threat to streaming services, but Tubi is turning it into a unique advantage.
Parlapiano believes that second-screen scrolling is an "additive" opportunity, not a disruptive one. Tubi is embracing this trend by introducing shoppable ads, which allow viewers to interact with ads and make purchases directly from their phones while watching TV. It's a clever way to engage with the audience and keep them immersed in the brand experience.
But why is this approach so promising? Well, interactive ads have proven to be a game-changer. EMARKETER, a Business Insider sister company, found that about 42% of marketers are already incorporating interactive elements into their ad strategies. Ads with QR codes and gamified features are 36% more likely to be remembered by audiences, and they significantly enhance brand affinity.
And this is the part most people miss... Shoppable ads aren't just a trend; they're a reflection of how consumers engage with media today. Ian Sharpe, COO of media at NextTrip, believes that Gen Z's second-screen behavior shouldn't be seen as a threat. Instead, he calls it "one of the biggest opportunities in modern media."
"This generation is uniquely comfortable watching TV while browsing, searching, and buying on their phones," Sharpe explains. "Brands can now trigger immediate action through QR codes and direct commerce hooks, instead of hoping viewers remember an ad later."
Shoppable ads offer a broad range of possibilities. It's not just Gen Z; people of all ages multitask while watching TV. Alicia Weaver, VP of media activation at Mediassociates, points out that it's not an issue unique to teenagers. She suggests that cross-device retargeting data can also be leveraged to reach audiences on multiple platforms.
"With this kind of usage here to stay, we need to be innovative in how we reach audiences," Weaver adds. "We can't change consumer behavior, but we can certainly adapt and create new ways to engage them."
So, is second-screen viewing a threat or an opportunity? What do you think? Share your thoughts in the comments and let's spark a discussion on the future of advertising!
