Appscend / Mobile, Media and Real-time Insights

Advertising In The Second Screen Era

Appscend Team

Along with positioning forward the idea that more and more television viewers use second screen technology whilst watching TV, there has also been another rather concerning idea making its way into the advertising landscape. That users are distracted away from the TV by their second screen device and that, subsequently, they have a hard time recalling the brands they see on TV and TV ads. Fortunately for concerned advertisers, solutions have been found that address this issue.

System or technology synchronization enables synchronization of advertised content on television with second screen applications in real-time. The technology is an automated content recognition (ACR) system through which smartphone applications can identify a specific type of content.

More about ACR

Many smartphone users out there would have come in contact with automated content recognition technology through various song recognition apps that use an audio fingerprint to analyze the audio waveforms and match the sound to a database of pre-indexed content, thus identifying the song. ACR technology can also be used to determine, for example, the exact time point at which a user has started watching a particular show on TV, live or otherwise. Automated content recognition is a technology that also facilitates analysis of viewing behaviors, helping broadcasters and advertisers understand viewer interaction, preferences, and measure effectiveness. According to NextMarket Insights, ACR technology will reach 2.5 billion devices by 2017 and will be the driving point of social TV.

Synchronized advertising

Using synchronized technology, brands and advertisers can develop second screen applications able to respond to TV ads in real-time. Broadcast content is recognized and responded to in a pre-determined way, either redirecting the user to shopping pages, sending them to product information databases or linking to ratings, reviews indexes etc. Advertising can be synchronized across multiple devices to match the exact TV ad or to replace the product or ad with similar items.

Content synchronization for second screen apps can recapture viewers’ attention by displaying online ads at the same time with television advertising. When the ads display across multiple screens in real-time, the advertising message is reinforced and it thus becomes more likely that viewers will respond to it.

Photo source: wywy

Photo source: wywy

TV-synced ads from Hyundai

Launching its i10 car model, Hyundai synchronized its TV advertising content to its homepage website, so that, the moment viewers watched the TV commercial, they were redirected on their second screen to the homepage instantly displaying the model. According to wywy, results concluded in a five-fold conversion rate, increased brand awareness, and uplifted viewer engagement.