Second-screen ad synching to take off in 2015

Millward Brown's first 2015 prediction for digital and media predicts marketers to rapidly embrace new technologies that allow targeted mobile messaging off the back of TV ads

122153
122153

Second-screen advertising synching is expected to take off in 2015, according to the first of Millward Brown’s predictions for 2015.

The research firm’s annual Digital and media Predictions report predicted the advertising industry will ramp up efforts to reinforce TV advertising through reminders and complementary messaging across digital devices as a way of continuing consumer engagement.

This is achieved through second-screen advertising synching, which relies on listening technology to identify when an ad has run on TV. It then immediately delivers relevant messages through digital channels.

Millward Brown said the technology is now available through a number of vendors including Civolution, Infectious Media, Mediasynched and WyWy.

“Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new storytelling opportunity that allows brands to add extra value for people who just watched their TV spot,” said global brand director for digital, Duncan Southgate.

“We expect it to grow rapidly in 2015.”

In Millward Brown’s 2014 Global AdReaction study, the research firm found 35 per cent of all screen time for consumers now involves simultaneously using a digital device while watching TV. It also found consumers are more likely to use their digital screen for activity unrelated to TV.

Only 11 per cent of multi-screen users proactively use a digital device to follow up on a TV ad at present, making technologies like second-screen a great opportunity for marketers to foster better cross-screen connections, Millward Brown said.

A survey undertaken by WyWy and TNS Infratest in October last year on the impact of synched ads also cited a 38 per cent uplift in a consumer’s positive brand attitude KPI as a result of using second-screen synched advertising, as well as an 18 per cent rise in word of mouth KPIs. That report was based on women aged 25 to 55 who regularly watch TV and own a second-screen device.

As an example of second-screen storytelling in action, the company said a marketer could follow up an automotive ad on TV in seconds with an offer to arrange a test drive, or continue a storyline from the advertisement with a call to action to mobile and tablet device users. It pointed out car manufacturer, Hyundai, is using this technology today.

Second-screen synching could also be used to hijack a competitor’s ads by running targeted digital communication countering any messages delivered on TV, Millward Brown said.

“With media channels evolving at breakneck speed, marketers are well served by exploring new innovations – like second-screen synching – and the unknown,” Southgate said.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Creating the ultimate customer-centric environment in 2018

All businesses today that are serious about being successful have adopted a customer-centric environment.

Katja Forbes

Founder and chief, sfyte

Embrace customer obsession to transform marketing into a catalyst for growth

In 2018, Forrester believes 20 per cent of CEOs globally will fail to act on digital transformation and put their firms at risk.

Michael Barnes

VP research director, Forrester

How challenger brands can win at biddable media

Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.

Chris Pittham

Managing director, Jaywing

Wowww! What A Awsome Blog! Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so eas...

Mia Joseph

Predictions: 8 digital marketing trends for 2018

Read more

What you have said about AI, machine learning and voice activation is very true. Some of the other things we are already observing is the...

Atul Dhakappa

Predictions: 8 digital marketing trends for 2018

Read more

Yes, Digital Marketing now getting growth at the higher level. we can't predict today trends in the digital world. Nice stuff! Thanks for...

lorenso

Predictions: 8 digital marketing trends for 2018

Read more

I believe Digital Marketing is moving more toward social media and influential marketing. People are trying to grow their influence as in...

Rachel Kieran

Predictions: 8 digital marketing trends for 2018

Read more

Thanks for this wonderful post I really got many valuable information through it. As a learner it's not so easy task to understand ROI qu...

Kiara Matthews

Predictions: 8 digital marketing trends for 2018

Read more

Latest Podcast

More podcasts

Sign in