“Rapid growth” in synchronised advertising forecast

There will be “rapid growth” of synchronised messaging in 2015, with ads on TV being backed up by an increasing number of “reminder and reinforcement” messages on second screen devices, according to Millward Brown.

In the first of its annual digital and media predictions, Millward Brown predicts that more advertisers will take advantage of second screening and ad-syncing in 2015, opening up a “new storytelling opportunity that allows brands to add extra value for people who just watched their TV spot.”

The study shows that while 35% of all screen time involves simultaneous usage of TV and another digital device – such as a laptop, desktop computer, mobile or tablet – just 11% of multiscreen users proactively use those devices to follow up on a TV ad.

The report states that in addition to improving the effectiveness of messaging, second-screen syncing will also allow brands to “initiate a more in-depth dialogue with consumers,” as well as having the potential to “hijack competitor ads by running targeted digital counter-claims at the same time as a competitor’s TV ad.”

Millward Brown expects the technology to have a broad appeal across a number of categories, from financial services to FMCG, and that second-syncing looks set to become a standard part of brand marketing.

“With media channels evolving at breakneck speed, marketers are well served by exploring new innovations – like second-screen syncing – and the unknown,” said Duncan Southgate, global brand director, Millward Brown.

“Millward Brown’s annual Digital & Media Predictions helps marketers navigate what’s next.”