ITV has announced its findings following the trial of interactive advertising format, Ad Sync.
Ad Sync allows viewers to explore more about the advertiser's products or services using their second screens, offering brands more scope to reach consumers on second screen devices with interactive messages synchronised with on-air spots.
Six brands got on board with Ad Sync, which works across tablet and mobile, during The X Factor 2012 live final, including Rimmel, Tesco and Samsung.
Explaining their results, which show that dual-screen advertising drives stronger engagement and post-advertising actions, Jon Block, head of commercial innovation said: “Across the six advertisers, the new Ad Sync format saw active engagement of over 38 per cent and a click through rate of 8.75 per cent.
“Our audience’s dual-screen behavior is unlocking a whole new dimension to broadcast advertising and we are delighted with the extremely positive response amongst our viewers.”
Block added: "ITV is a market innovator in the dual-screen space, proven through our dedicated apps and exclusive Shazam partnership. Engagement with the TV spot is crucial, and our new Ad Sync format gives our clients the opportunity to own the TV spot in the second screen environment including exciting new creative and call-to-actions.”
Alongside the Ad Sync trial, ITV also conducted a research project with a core demographic of women aged 16-34 to measure the effect of dual screen exposure. Key findings showed that dual-screen advertising drives stronger post-advertising actions, in particular for brand investigation (up from 35 per cent to 49 per cent) and purchase intent (up from 68 per cent to 84 per cent).