Second screen advertising on CTV uses the TV as the awareness screen and the mobile phone as the response screen. The TV ad creates brand awareness and intent at scale; the phone enables the viewer to take action — scan a QR code, send a WhatsApp message, click a notification, search a brand name.
Why second screen works in India: 60–75% of India CTV viewers are using a phone while watching TV. The phone is already in hand. The barrier to second screen action is lower in India than most markets.
Second screen activation methods:
- QR code: Most commonly deployed. Works on any platform. Scan rates 1–4%. Deep-links to mobile destination of choice.
- WhatsApp trigger: Ad shows a WhatsApp number. Viewer messages and receives an automated response. Proven India activation for financial products, FMCG, e-commerce. WhatsApp Business API handles responses at scale.
- SMS short code: Viewer sends a keyword to a number. Returns offer, link, or information.
- App push notification: Platform-linked — JioCinema / Amazon app sends a paired notification to the viewer's phone at ad time. Requires app installation and platform integration.
Attribution: QR scan events are trackable. SMS responses are trackable by volume against campaign dates. Use 15–30 minute lookback windows for QR attribution.
Full guide
For a complete explanation, read: Second screen advertising on CTV: bridging TV and mobile