Second-Screen Ad Synching Set to Soar in 05

January 12, 2015 - MillwardBrown recently released its latest AdReaction report and predicts rapid growth in synchronized messaging in 2015. The report provides insights on perceptions of advertising, particularly digital formats. AdReaction explored multiscreen advertising and consumer receptivity to ads on TV, smartphones, laptops and tablets.

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 sync technology to make the cross-screen connection on behalf of consumers, and thereby reinforce the power of their broadcast messages. Other key findings demonstrate the importance of multi-screening (65%) and what people think about multiscreen marketing, it states that consumers pay most attention to TV ads (72% vs 52% for mobile and PC) and are receptive to TV ads with supplementary online content.

Teletrax, the world's most accurate and technologically advanced real-time TV analytics and TV-synced ads solution confirms this trend seeing a strong growth in the fourth quarter 2014. Teletrax saw a 100% uptick in demand for TV-synchronised advertising campaigns for a number of vertical markets including automotive, broadcast, entertainment, healthcare and beyond. The scope of these deployments demonstrates that brands and agencies (and their trading desks) are increasingly looking to deploy and measure cross-screen campaigns to increase the visibility of their brand's message and facilitate online and mobile purchases in real-time.

See here for more details on the Millward Brown report >>

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