Two screen: Ads in sync boost recall

New research shows that TV and digital ads are less effective if a viewer watches an ad on TV and sees a different ad on their smartphone. However, there are opportunities around linking the two.

The new survey by Hill Holliday and SecondScreen Networks found that, unsurprisingly, when viewers “fiddled with their phones while watching TV; they were less likely to remember or like the TV content than when the TV was the only medium”.

“The main highlight from the study was that if the consumer is seeing an ad on TV and a different ad on smartphone, both the spot and the digital ad are less effective,” Seth Tapper, CEO of SecondScreen Networks said. “When both ads are in sync in real-time, however, they are most effective.”

Read the full Lost Remote article here.