Second-Screen Ad Synching Provides Brands with New Storytelling Opportunities
UNITED KINGDOM — Consumers will see more linked messages in 2015, with ads on TV being backed up by an increasing number of reminder and reinforcement messages on digital devices, including desktops, laptops, mobiles and tablets, according to Millward Brown, a leading global research agency.
Second-screen ad synching typically uses listening technology to identify when an advertisement has run on TV and immediately deliver advertising messages that run on digital devices. This technology is now being offered by a number of companies such as Civolution, Infectious Media, Mediasynched and WyWy. In 2015 Millward Brown expects more advertisers to take advantage of the opportunity to target their online and social media advertising in this way.
“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. We expect it to grow rapidly in 2015,” said Duncan Southgate, Global Brand Director, Digital at Millward Brown.
Marketers should be encouraged that an increasing number of consumers now use multiple devices while watching TV, sometimes to learn more about the shows and commercials they see but also to perform other tasks while the TV is on.
Millward Brown’s 2014 global AdReaction study shows that 35% of all screen time involves simultaneous usage of TV and a digital device. However, consumers are far more likely to be using their digital screen for activity unrelated to TV. Currently, just 11% of multiscreen users proactively use a digital device to follow up on a TV ad, thus marketers will be keen to use the new technology to make the cross-screen connection on behalf of consumers, and thereby reinforce the power of their broadcast messages.
In addition to improving the effectiveness of messaging, second-screen synching also allows brands to initiate a more in-depth dialogue with consumers. For example, an automotive ad on TV could be followed up just seconds after the commercial ends with an offer to arrange a test drive, or a story line from the ad could be continued online with a call to action delivered direct to mobiles and tablets. Global auto brand, Hyundai, is using this technology today.
Second-screen synching can be used to hijack competitor ads by running targeted digital counter-claims at the same time as a competitor’s TV ad. It also offers complementary brands the chance to cross-promote products; viewers of a TV ad for vodka might, for example, subsequently see an ad for a suitable mixer drink on their digital device.
Synching technology seems likely to have broad appeal across categories from financial services to consumer products and looks set to become a standard part of the marketing toolkit for smart advertisers. The true impact of this form of targeting will be measured over the coming year as its use increases, and advertisers understand the impact on brand and behavior.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.