It is now a common thing that a person watching his favorite TV show is having his smartphone in his hand, especially during ad breaks, so that he can remain updated on news, messages, emails and social media.

In a study conducted by Facebook, 94% of the participants held a smartphone in their hands while viewing TV just like holding a TV remote control. Only 53% of the time, participants focused on their television screens. One of the main reasons of shifting their focus was to look into their smartphones.

Other research also shows that majority of the smartphone and tablet users remain active on these gadgets while they are watching TV. The use of second screen has now almost become an integral part of the TV viewing experience.

Thus, chances are great that those using second screen while watching television do not pay attention to TV ads, but rather gaze into their smartphones during ad-breaks. TV ad tracking shows that use of smartphones while watching TV negatively impacts the performance of TV ads. TV sync technology enables brands to reach these viewers through their second screens.

TV ad sync works by activating an online ad campaign on a viewer’s smartphone or tablet that is same or related to the ad appearing on his TV. This real-time syncing increases the chances of a viewer’s engagement with the ad being displayed on the mobile device. Not only TV ads, this technology can sync other content on TV such as sporting events, concerts and high-impact TV series, and even things like weather and pollution conditions with small screens.

For advertisers, TV sync advertising is an invaluable technology as it offers great benefits. Some of these are given here below –

Greater impact

If the same ad is shown on the smartphone as is appearing on the TV, then the impact on the viewer’s mind is much greater than the ad appearing only on a single screen.

Syncing compensates for unviewed TV ads

During ad-breaks, TV viewers often shift their attention to their smartphones. This way the ad presented on the TV gets wasted as it does not generate any engagement. But, when the same ad appears on a viewer’s smartphone, advertisers get a second chance for their ad getting viewed.

Increased chances for ads getting viewed over competition

If a brand shows its ads on the mobile devices when on TV the ads of its competitor are appearing, then that brand has higher chances of its ads being viewed as TV viewers are increasingly using their smartphones during TV ad breaks.

Facilitates user interaction

When ads on smartphones coincides with ads on TV, it becomes easy for viewers to interact with them, as on smart phones viewers have to just click on the ads and they are taken to the product’s landing page. For ads appearing on TV, this one-click option is not available, rather viewers have to search for the advertised products on a search engine through their laptops or mobile phones.

Unified brand experience

Syncing across multiple screens allows brands to convey a connected message to consumers, which promotes unified brand experience and allows for greater conversion.

TV ad sync technology along with AI advertising is transforming the way advertising is done. Leveraging these advertising technologies, helps brands to increase user engagement, get more ROI and boost their brand value.