SAN JUAN, PR – Who said a television had to have just one screen?
While the “second screen” craze of the noughties revolved around the smartphone, Telly is aiming to popularize a TV with an ad-supported second screen right underneath the first, monetized viewing through ads.
“We’re constantly thinking about how can we make everybody’s lives more convenient, more social, the user experience to just watch traditional TV content a lot more accessible and also allow you to be a lot more productive,” said Seho Lee, President, Advertising, Telly TV, in this video interview with Beet.TV.
Non-interruptive ads
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Telly’s device features a dual-screen setup connected by a six-speaker soundbar. The dual screens aren’t just for watching shows and sports; the set-up also supports video calls, fitness/video games and even ordering food or groceries, Lee said.
According to Lee, Telly’s approach not only enhances the consumer experience but also opens up new avenues for advertisers. The company has been showcasing its dual-screen TVs to agencies, demonstrating the potential for non-interruptive advertising.
“Through the second screen, we allow for a non-interruptive ad experience,” Lee said. “And with that increases the time, attention, duration of a consumer to not only have a more immersive experience through a brand’s advertisement, but also take further action beyond just viewing the advertisement.”
Beyond the 30-second spot
The additional screen real estate allows for what Telly says is a more engaging ad experience, moving beyond the traditional 30-second spot. This creates opportunities for longer and more interactive advertisements.
The connected TV advertising sector is experiencing significant growth. Lee says he is already seeing high demand for new kinds of ad formats. He cited recent working sessions with IAB Tech Lab, where he said over 50 different companies submitted more than 100 proposals to standardize new creative formats for CTV.
“That right there just signals the amount of demand from so many different companies to create and innovate against the traditional TV experience from an ad format perspective,” Lee added.
Shoppable video
Telly’s dual-screen design allows viewers to interact with ads through QR codes or the remote, a capability that supports shoppable video.
“The second screen real estate allows for consumers not only to process whether or not they actually want to consider the advertisement, but also to take action and engage with it,” Lee said.
Telly is part of a new wave of activity in the connected TV market. Ad tech startup tvScientific secured $25.5 million in a series B funding round in February 2025, aiming to simplify the buying and measurement of TV advertising.
You’re watching coverage from Beet Retreat San Juan 2025, presented by Cognitiv, Index Exchange & TransUnion. For more videos from this series, please visit this page.
