Should more brands be syncing TV and digital creative?

Ad-syncing was a key topic of discussion at a breakfast debate hosted by Mediatel and 4C on Thursday. But what does the term actually mean; how does it affect our second-screening behaviours, and how can advertisers make best use of it – both creatively and strategically?

Newsline caught up with 4C’s vice president of sales and activation, Volker Ballueder, during the debate to share his thoughts.

In the video interview above, Ballueder discusses how ad-syncing can enhance brand creative, the challenges it currently faces, and what we can expect the market to look like a year from now.