SYNC, a spinoff of second-screen television software company Visiware, has announced the development of a mobile ad format that can coordinate with TV advertisements to serve "rebound" ads to mobile devices.
According to Mary Meeker’s KPCB Internet Trends 2014, approximately 84% of TV viewers use their mobile devices while watching television. About 50% of viewing time using a second device according to Millward Brown.
During ad breaks, 67% of the audience’s attention shifts to mobile.
SYNC’s format, called Sync2ad, is designed to help TV advertising campaigns capitalize on the time that audiences are spending on mobile.
Sync2ad will be launched in the U.S. in early 2016, but the product has already been tested in France among clients such as Air France, Brother, Canal+, Dunlop, Rue de Commerce, Gillette, and Renault, as well as mobile publishers Lagardère Group, Marie-Claire Group and Mondadori.
TV ad spending in the U.S. is expected to reach $84 billion per year by 2018.
As the TV ad market moves toward a programmatic model, combining different channels will be much easier. Retargeting efforts like this one seek to combine the hyper-specificity of mobile targeting with the broad reach of TV advertising.
Cross-device tracking and targeting for TV has become more popular as more users consume TV through digital providers like Netflix and Hulu. Marketers are still learning about multiscreen behavior and how to capitalize on it.
Millennial Media recently made headlines after releasing a similar product aimed at retargeting TV viewers that were using mobile.
Cross-device retargeting will be a main priority for marketers as users tend to be multi-user of different devices in the same time. Retargeting itself will be the number 1 priority in 2016, because it's the only way people will be interested in communicating with brands: https://retargeting.biz/