More viewers are turning to second screen devices while watching TV, and this could be seen as a challenge for advertisers paying premium CPMs to have their messages heard.
"Second-screen synching isn't just about media efficiency and hitting consumers with multiple messages, it's also a new storytelling opportunity that allows brands to add extra value for people who just watched their TV spot. We expect it to grow rapidly in 2015," said Duncan Southgate, Global Brand Director, Digital at Millward Brown.
wywy, a TV syncing advertising company, is launching a search engine advertising campaign with eHealth that will enable the health company to raise its pay per click (PPC) bids on relevant search terms during the three minutes following the airing of one of its commercials on TV. The strategy is based on research that shows that about 90% of visits to a website following a commercial airing happen within the first 90 seconds.
“As 37% of consumers research product related information following a TV ad, brands are beginning to recognize the importance of owning the top search position to capture TV inspired searchers,” said Dr. Andreas Schroeter, wywy’s co-founder and COO. “TV ads drive search traffic, so brands should ensure they hold that top search position rather than allowing competitors to intercept the consumer journey. eHealth is one such brand that has realized the need to proactively adjust advertising efforts to match the changing behavior of TV viewers.”
Using wywy’s SearchSync, advertisers will also be able to use the same strategy for TV ads of competing brands. This would allow FAGE, for example, to increase their PPC bids on terms like “Greek Yogurt” immediately following a Chobani commercial.