Major live events such as the Super Bowl, the Olympics, or various awards shows, are about gathering around the big TV with family and friends – one large screen for a large group of people. But today’s audience is no longer hooked on the size of your screen. In fact, it’s smaller screens like tablets and smart phones that have taken over our viewing experience as we continue to look for more ways to watch and interact with our favorite events.

Second screen usage during these major television broadcast events and programs is exploding in 2014, making it one of the more important trends in the mobile era we’re in. And it’s not that viewers are choosing tablet over TV, it’s that they are seeking different experiences on each … which could be a boon for advertisers paying attention.

It’s important to bridge the increasingly fragmented world of television media with the fast-growing mobile realm to capture this ever-growing second screen audience. Take the Golden Globes, for example – prior to the awards show in February, they optimized their web site for mobile because they knew the potential of a large mobile audience that would be looking for more content throughout the show.

Well, the Golden Globes was right and the numbers were quite staggering – they reported significant jumps in their engagement before and during the awards show, including 653 percent growth in visits, 540 percent growth in page views, and 30 percent growth in time spent on site.

Those are incredible numbers that speak volumes on the importance of providing consumable content for your mobile audience during major TV events. So how can you do what the Golden Globes did? Here’s three tips for capturing your mobile audience:

1) Optimize your content for mobile/tablet: There is a really strong need for a custom mobile and tablet experience, so you have to optimize your content using the technology available in the market today. This doesn’t mean building a full-on app, but it does mean ensuring your website is customized for a seamless mobile experience. If the content isn’t consumable, the users will move on and away.

2) Embrace and promote second screen experience: Don’t hide from it – consumers are going to be on their smartphones and tablets while watching your event. Take the opportunity to drive traffic from the broadcast to your mobile site. If they are going to look away from the TV, ensure you’re still in the picture. Don’t look at second screen as a competition – look at it as a complementary tool to enhance your overall broadcast experience.

3) Make it VIP: Have the mobile content brought to consumers by a sponsor, and be sure to highlight that this is VIP content that can’t be found anywhere else. Make the consumer feel as if they are part of an exclusive club that is “second screen only.” For example, an awards show could promote “exclusive, backstage access to the stars” that can only be seen on your tablet or smartphone. To get past the velvet rope, pull out your tablet or phone.

As mobile devices continue to be used to interact with consumers, the search for fresh, new content across all devices will only continue to grow. Ensuring your brand stays relevant across all screens is imperative, but it doesn’t have to be difficult. Follow the three steps outlined above and watch your mobile audience grow along with your brand.