Article

Andreas Schroeter
Andreas Schroeter 9 April 2015

What Is TV Syncing Anyway?

Media multi-tasking has radically transformed TV viewing habits in recent years. So what’s it all about?

The phenomenon of media multi-tasking– derived from a growing dependence on mobile devices– has radically transformed TV viewing habits in recent years.



When consumers gather around a television at home, it is now with one eye on the TV and the other on a second screen.

Last year, three in five British adults owned smartphones (61%) and almost half owned a tablet (44%). With mobile device ownership continuing to rise, the average user in the UK reached for their handsets nine times a day at the end of 2013 – nearly twice as often as the beginning of the year.

A quarter of distracted British audiences are using mobiles to interact with the TV programme they are watching, including discussing the programme on social media (known as media meshing). Whilst almost half of viewers are carrying out online activities completely unrelated to the TV programme they are watching (known as media stacking).

Connected devices are here to stay, so how can marketers exploit user reliance to engage TV audiences and boost ROI on TV ad spend?

The Answer: TV Syncing
TV syncing takes advantage of second screen dependence by incorporating the interactivity of mobile devices with the power of TV advertising. Within seconds of an ad being aired on TV, it can be simultaneously served to the viewer’s second screen, making the most of the optimum 90-second window of opportunity for capturing audience attention.

So How Does It Work?
TV syncing technology uses a television-monitoring network together with the linear television signal to detect when an advert is aired. This real-time ad detection then prompts the online ad exchange to launch the inventory bidding process. All bids run through a probabilistic model that identifies viewers who have been watching that particular TV ad, and then serves them the corresponding digital ad onto their second screen.

The Benefits
The benefits for marketers utilising TV syncing technology are considerable. TV syncing allows advertisers to recapture distracted audiences through a second screen, boosting visibility as the brand message is seen directly on the very device distracting the consumer from the television screen. Brands can now include links within synced ads that direct the viewer straight to the correct landing page on the brand’s site, featuring the products advertised in the commercial. This invites immediate one-click brand engagement and encourages conversions.

TV syncing also enables brands to better evaluate the impact a TV commercial can have on website KPIs. Real-time tracking allows the advertiser to accurately measure the uplift in website traffic as a direct result of a TV ad being aired. This data can then be used to evaluate how effective an advert has been and which channel, day and time, result in the most conversions or web traffic uplift.

TV syncing technology allows marketers to take advantage of the rise of the second screen and to reengage TV audiences distracted during TV commercials. It offers a direct and easy route to conversion via a synced website homepage which displays the advertised product clearly, as well as providing brands with accurate real-time data conveying the impact of a particular TV advertising campaign. With brands such as Nissan and L’Oreal already exploiting the media multi-tasking phenomenon of TV syncing, it won’t be long until synced ads become the norm.

Read More on Digital Doughnut

 

Check out our latest videos!

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
What Marketing Content Do Different Age Groups like to Consume?

What Marketing Content Do Different Age Groups like to Consume?

Today marketers have a wide choice of different content types to create; from video to blogs, from memes to whitepapers. But which types of content are most suitable for different age groups?

Lisa Curry
Lisa Curry 21 October 2016
Read more
Collection Of The Best Email Testing Tools Online

Collection Of The Best Email Testing Tools Online

Don’t be afraid of email testing. There are many free or freemium tools online that can help you with testing your SPAM score, deliverability and even the rendering of your email. We feature 30 email testing tools in...

Roland Pokornyik
Roland Pokornyik 31 October 2016
Read more