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

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in