TV Sync Technology Offers Invaluable Opportunity to Advertisers
It
is now a common thing that a person watching his favorite TV show is having his
smartphone in his hand, especially during ad breaks, so that he can remain
updated on news, messages, emails and social media.
In
a study conducted by Facebook, 94% of the participants held a smartphone in their
hands while viewing TV just like holding a TV remote control. Only 53% of the
time, participants focused on their television screens. One of the main reasons
of shifting their focus was to look into their smartphones.
Other
research also shows that majority of the smartphone and tablet users remain
active on these gadgets while they are watching TV. The use of second screen has
now almost become an integral part of the TV viewing experience.
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| TV ad tracking |
Thus,
chances are great that those using second screen while watching television do
not pay attention to TV ads, but rather gaze into their smartphones during
ad-breaks. TV ad tracking shows that use of smartphones while watching
TV negatively impacts the performance of TV ads. TV sync technology
enables brands to reach these viewers through their second screens.
TV
syncing works by activating an online ad campaign on a viewer’s smartphone or
tablet that is same or related to the ad appearing on his TV. This real-time syncing
increases the chances of a viewer’s engagement with the ad being displayed on
the mobile device. Not only TV ads, this technology can sync other content on
TV such as sporting events, concerts and high-impact TV series, and even things
like weather and pollution conditions with small screens.
For
advertisers, TV syncing is an invaluable technology as it offers great
benefits. Some of these are given here below –
Greater
impact
If
the same ad is shown on the smartphone as is appearing on the TV, then the impact
on the viewer’s mind is much greater than the ad appearing only on a single
screen.
Syncing
compensates for unviewed TV ads
During
ad-breaks, TV viewers often shift their attention to their smartphones. This
way the ad presented on the TV gets wasted as it does not generate any
engagement. But, when the same ad appears on a viewer’s smartphone, advertisers
get a second chance for their ad getting viewed.
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| TV syncing technology |
Increased
chances for ads getting viewed over competition
If
a brand shows its ads on the mobile devices when on TV the ads of its
competitor are appearing, then that brand has higher chances of its ads being viewed
as TV viewers are increasingly using their smartphones during TV ad breaks.
Facilitates
user interaction
When
ads on smartphones coincides with ads on TV, it becomes easy for viewers to
interact with them, as on smart phones viewers have to just click on the ads
and they are taken to the product’s landing page. For ads appearing on TV, this
one-click option is not available, rather viewers have to search for the
advertised products on a search engine through their laptops or mobile phones.
Unified
brand experience
Syncing
across multiple screens allows brands to convey a connected message to
consumers, which promotes unified brand experience and allows for greater
conversion.
TV
syncing technology along with artificial intelligence advertising is transforming the way advertising is done. Leveraging
these advertising technologies, helps brands to increase user engagement, get
more ROI and boost their brand value.
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