The living room has changed. Remote in one hand. Phone in the other.
When someone sees your CTV ad, they don’t just watch. They search, they browse, they compare. The second screen has become the response mechanism for TV advertising.
The Second-Screen Reality
This isn’t a new behavior. It’s the dominant behavior. The “lean-back” TV experience now includes a “lean-in” device within arm’s reach.
How People Respond
The Three Paths
| Path | Behavior | What They Need |
|---|---|---|
| Direct | Type URL into browser | URL on screen, memorable |
| Search | Google the firm name | Brand name clear, Google presence |
| Call | Tap phone number | Phone visible, tap-to-call ready |
Which Path Depends On
- Urgency: High urgency → call. Low urgency → browse.
- Preference: Some people never call. Some people never fill out forms.
- Ease: Whichever is easier in the moment wins.
Timing: How Quickly Do They Respond?
Immediate Response (Seconds to Minutes)
The phone is already in their hand. They see something interesting. They act now.
This is why your phone number and URL must be:
- Large enough to read
- On screen long enough to process
- Easy to remember or type
Delayed Response (Hours to Days)
Not everyone acts immediately. They might:
- Finish the show first
- Wait until they’re alone
- Sleep on it and search tomorrow
This is why retargeting matters. They may not convert on first visit.
Extended Response (Days to Weeks)
For high-consideration services like legal, the decision window is long. Someone might:
- Research multiple firms
- Talk to family
- Wait to see how their injury progresses
This is why the full system (CTV → retargeting → branded search/) matters.
Mobile-First Is Non-Negotiable
The Device Mix
Second-screen behavior is mobile behavior. The phone is the second screen.
Implications:
- Your landing page must be mobile-optimized
- Your phone number must be tap-to-call
- Your forms must be mobile-friendly
- Your load time must be fast (under 3 seconds)
Test on Real Devices
Don’t just check mobile preview in Chrome. Load your site on an actual phone over cellular data. Is it fast? Is the phone number tappable? Is the form easy to complete?
Why You Need Both Phone and URL
The Phone-Only Argument
“Just show the phone number. Calls are higher intent.”
Problem: Some people won’t call. Ever.
- Introverts
- People in public
- People who prefer forms
- People researching at 11pm
If you’re phone-only, you’re losing these people.
The URL-Only Argument
“Just show the URL. We can track everything.”
Problem: Some people want to talk to a human.
- Older demographics
- High-urgency situations
- People who hate forms
- People with complex questions
If you’re URL-only, you’re losing these people.
The Answer
Show both. Prominently. For 3+ seconds each.
Let the viewer choose their path. Capture both audiences.
Designing for Second-Screen Behavior
CTA Requirements
| Element | Minimum Size | Duration |
|---|---|---|
| Phone number | 80-100px | 3+ seconds |
| URL | 70-80px | 3+ seconds |
| ”Call Now” / “Visit” | 60-70px | 3+ seconds |
Spoken CTA
Don’t rely on visual only. Say it out loud:
- “Call 1-800-HURT-NOW”
- “Visit SmithLawFirm.com”
Viewers might be looking at their phone when the CTA appears. Audio catches them.
Memorable URLs
If your URL is hard to type, consider:
- Vanity domain (easy to remember)
- Short URL
- Just the firm name if it’s simple
“SmithLaw.com” beats “SmithAndAssociatesPersonalInjuryLawFirm.com”
What Happens After the Second Screen
Scenario 1: They Call
Phone rings → Intake answers → Qualification → Potential case
Requirements: Phone system ready, intake trained, call tracking in place
Scenario 2: They Visit Website
Landing page → Convert (form/call) OR → Leave → Retarget → Return → Convert
Requirements: Landing page optimized, retargeting live, branded search protected
Scenario 3: They Search
Google your name → Find you (hopefully) → Click → Landing page → Convert or retarget
Requirements: Bidding on brand terms, organic presence, search-optimized landing page
Attribution Across Screens
The Challenge
TV is viewed on one screen. Response happens on another. How do you connect them?
CTV Attribution
CTV platforms (like MNTN) match households:
- Household sees your ad on TV
- Someone from that household visits your site on any device
- Platform connects the dots
This is “view-through” attribution, not based on clicks, but on exposure + action.
Limitations
- Cross-device matching isn’t perfect
- Not everyone in the household saw the ad
- Time lag makes attribution fuzzier
Best Practice
Trust the directional data. If website visits spike when CTV is running, CTV is working, even if attribution isn’t 100% precise.
Implementation Checklist
- Phone number visible 3+ seconds
- URL visible 3+ seconds
- Both phone and URL are prominent
- Spoken CTA included
- Landing page is mobile-optimized
- Phone number is tap-to-call
- Form is mobile-friendly
- Load time under 3 seconds
- Retargeting live for non-converters
- Branded search protected
- Call tracking in place
The Full System
Second-screen behavior is the starting point. What about the landing page? What about retargeting? What about search?
For the complete architecture, see our Full-Funnel CTV guide.
Frequently Asked Questions
What percentage of TV viewers use a second screen?
69% of viewers use a second screen after seeing an ad that interests them. Of those, 34% go directly to the brand’s site and 30% use a search engine. This is now the dominant response behavior for TV advertising.
Should I show a phone number or a URL in my CTV ad?
Both. Some viewers prefer to call. Others prefer to browse. If you only show one, you lose the audience that prefers the other. Show both prominently for at least 3 seconds.
How quickly do people respond after seeing a CTV ad?
Response ranges from immediate (seconds to minutes) to extended (days to weeks). High-urgency viewers respond immediately. Low-urgency viewers research over time. This is why retargeting and branded search matter, because not everyone converts on first contact.
How does second-screen attribution work?
CTV platforms match households: they track which households saw your ad, then connect that to website visits from devices in those households. This is view-through attribution, based on exposure and action, not clicks.
References
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Advocado/Harris Poll via RetailWire. “Second Screens: Engaging Consumers.” 2024. https://retailwire.com/discussion/second-screens-engaging-consumers/
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Diray Media. “Why TV Is More Relevant Than Ever in a Second-Screen World.” 2024. https://diraymedia.com/2024/12/18/why-tv-is-more-relevant-than-ever-in-a-second-screen-world/
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Diray Media. “Remote in One Hand, Phone in the Other.” 2025. https://diraymedia.com/2025/09/17/remote-in-one-hand-phone-in-the-other-how-second-screen-habits-make-tv-ads-work-harder/
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AI Digital. “Connected TV Advertising Guide.” 2025. https://www.aidigital.com/blog/connected-tv-advertising