ITV breaks engagement records with Ad Sync X Factor campaign

By John Glenday | Reporter

January 17, 2014 | 2 min read

ITV has announced engagement levels with Ad Sync, its second screen ad format, within The X Factor app 2013.

Campaigns were run by 18 different advertisers, including Asda, Strepsil’s and Specsavers, achieving a 14.3 per cent click through rate and 43 per cent average engagement.

Asda’s approach invited fans to build a snowman using customisable parts and share their wintry creations on social media for a chance to nab a £500 Christmas shop, generating engagement rates of 54 per cent with 20 per cent clicking through to Asda’s site.

Over 36,000 snowmen were generated over the course of the campaign with 14 per cent of these being shared by their creators.

Strepsils meanwhile hosted a mini-game which offered viewers the chance to win a number of prizes from The X Factor, boasting the highest click through rate of the series at 37.7 per cent.

For their part Specsavers incorporated back stories of characters appearing in their TV campaign, an approach which produced a click through rate of 29 per cent.

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Jon Block, controller of commercial digital products at ITV, said: “Through our work with advertisers across our Ad Sync product, we have demonstrated the ideal partnership between quality creative and an engaged play-along audience to create highly successful user engagement and click-through rates.

“Our audience’s dual-screen behaviour is unlocking a whole new dimension to broadcast advertising. These devices are enabling TV advertisers to start a two-way conversation with their consumers, complimenting the mass awareness of TV with tailored brand experiences provided by the devices in their hand.”


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