ITV has claimed that Ad Sync, its 2012-launched second screen advertising format, has had record engagement. AdSync works by launching in the play along area of the app when the commercial break begins. This then pushes additional advertiser content to the user as they watch the broadcast spot. This content remains for the whole of the break (even after the spot is finished) before returning the user to the play function once the show resumes.
“Across the 6 advertisers we saw extremely high engagement and clickthrough rates.,” reads the statement from ITV. ” The active engagement was over 38% and the average clickthrough rate was 8.75%. We also conducted a research project with a core target demographic of women, aged 16-34, measuring the effect of dual screen exposure to Ad Sync against any ‘solus’ (TV or Ad Sync only) ad exposure.”
ITV have listed the following “key findings”:
- Dualscreen advertising (seeing both the TV ad and the Ad Sync ad together) drives stronger postadvertising actions, in particular for brand investigation (up from 35% to 49%) and wordofmouth.
- Brand consideration (up from 21% to 40%), and subsequently purchase intent (up from 68% to 84%), were also strengthened as a result of dualscreen exposure.
- Both of the above are a result of the increased level of positivity associated with the campaign among respondents who saw both the TV ad and the Ad Sync ad at the same time.