Second-Screen Ad Synching Set to Soar in 2015

Second-Screen Ad Synching Set to Soar in 2015

LONDON, December 16, 2014 /PRNewswire/ --



Millward Brown predicts rapid growth in synchronized messaging



Consumers can expect to 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, predicts Millward Brown in the first of
its annual Digital & Media Predictions.



Second-screen advertising synching typically uses listening technology to identify
when an advert has run on TV and immediately deliver advertising messages to 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
[http://www.millwardbrown.com/adreaction/2014/# ] 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 advert 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 advert 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 FMCG 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.



Southgate concluded, "With media channels evolving at breakneck speed, marketers are
well served by exploring new innovations - like second-screen synching - and the unknown.
Millward Brown's annual Digital & Media Predictions helps marketers navigate what's next."



This is the first of Millward Brown's Digital & Media Predictions for 2015. The full
set of 2015 predictions will be released in January 2015. How prescient were we in 2014?
For a retrospective review of our 2014 predictions, click here
[http://www.millwardbrown.com/DigitalPredictions/2014/Review/2014_Retrospective_Digital_Predictions.html ]
.



About Millward Brown



Millward Brown is a leading global research agency specializing in advertising
effectiveness, strategic communication, media and brand equity research. Millward Brown
helps clients grow great brands through comprehensive research-based qualitative and
quantitative solutions. Specialist global practices include Millward Brown Digital (a
leader in digital effectiveness and intelligence), Firefly Millward Brown (a global
qualitative network), a neuroscience practice (using neuroscience to optimize the value of
traditional research techniques), and Millward Brown Vermeer (a strategy consultancy
helping companies maximize financial returns on brand and marketing investments). Millward
Brown operates in more than 55 countries and is part of Kantar, WPP's data investment
management division. Learn more at http://www.millwardbrown.com.




For further information please contact:

Alastair Ray
Eureka Communications
Email: Alastair@eurekacomms.co.uk
Tel: +44(0)1600-713-987
Mobile: +44(0)7941-428-243

Or

Baljit Thandi
Global Communications and Marketing Director
Millward Brown
Email: baljit.thandi@millwardbrown.com
Tel: +44(0)1926-826152


Millward Brown


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