Second-Screen Behavior and CTV Ads

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

69% Use second screen after interesting ad Source: Harris Poll

34% Go directly to brand's site/app Source: Harris Poll

87% Take some action after attention-grabbing ad Source: Harris Poll

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

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

Advocado/Harris Poll via RetailWire. “Second Screens: Engaging Consumers.” 2024. https://retailwire.com/discussion/second-screens-engaging-consumers/
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/
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/
AI Digital. “Connected TV Advertising Guide.” 2025. https://www.aidigital.com/blog/connected-tv-advertising