LONDON: New technology developments mean that advertisers have the ability to reach even those dual screeners who are engaged in second-device activity unrelated to what's happening on TV.

A number of adtech businesses have developed listening technology that enables second-screen advertising synching and insights company Millward Brown expects this to take off in the coming year.

Automatic content recognition technology detects the audio files of commercials as they air and then sends a message to a demand side platform to buy up all of the available inventory in that 30-second window to create the 'synching' effect.

While that clearly involves a degree of media efficiency and the ability to hit consumers with multiple messages, Duncan Southgate, global brand director/digital at Millward Brown, pointed out it could be a lot more.

"It's also a new storytelling opportunity that allows brands to add extra value for people who just watched their TV spot," he said. "We expect it to grow rapidly in 2015."

The effectiveness of this technology was highlighted by one provider at a recent London conference. Fiona Smith, country manager at WyWy, claimed that the use of its LiveSync product by automaker Nissan had led to a 96% increase in brand awareness, compared to a 55% uplift on standalone TV.

Further, its SiteSync product, which creates a bespoke landing page directly correlated to an ad, has been shown to more than double conversion rates.

Hyundai is using the two together and has reported a 50% uplift in site visits and a near fivefold increase in conversions for a mere 1.5% additional spend.

Millward Brown suggested that second-screen synching also offered complementary brands the chance to cross-promote products, with for example, viewers of a TV ad for vodka subsequently seeing an ad for a suitable mixer drink on their digital device.

Another possibility was the opportunity to hijack competitor ads by running targeted digital counter-claims at the same time as a competitor's TV ad.

"Synching technology seems likely to have broad appeal across categories from financial services to FMCG and looks set to become a standard part of the marketing toolkit for smart advertisers," Millward Brown concluded.

Data sourced from Millward Brown, Vnet; additional content by Warc staff