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
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
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
If You’re A Social Media Manager, UGC Should Be Your Top Priority

If You’re A Social Media Manager, UGC Should Be Your Top Priority

It’s high time that the marketing world rethinks what an effective social media manager actually does. Hint: it’s not chasing “likes” or showing off their follower counts. Let’s face it: so many brands today totally miss the mark when it comes to their social content. Maybe their posts come off as too “salesy.” Perhaps they’re pushing too hard, leaving their followers behind in an endless trail of “look at me” posts.

Luisana Cartay
Luisana Cartay 11 September 2017
Read more
Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

Customer Journey Mapping: A Real-Life Approach to Your Digital Marketing Strategy

As financial services and insurance (FSI) companies strive to deliver the seamless multi-channel customer experience, the traditional marketing model has been radically reimagined. Innovative institutions are showing how cross-functional teams focusing on the customer journey can work to develop a single view of the customer – an approach that can bring tangible rewards. Yet research shows that large institutions still have some way to go in maximising the return on their investment in this area.

Aoife McIlraith
Aoife McIlraith 18 September 2017
Read more
10 Marketing Lessons From Apple [Infographic]

10 Marketing Lessons From Apple [Infographic]

The 10-year-old kid, selling ice cold fresh lemonade on the street corner in your local neighbourhood had it right. He or she may not have realized it but the simple marketing strategy that they accidentally and innocently came up with works perfectly on the people strolling by on their daily walk.

Ellie Summers
Ellie Summers 19 September 2017
Read more