never.no launches toolkit for first, second-screen ad integration
Editor | 07-11-2012
Real-time viewer participation, social TV, and synchronised companion apps provider never.no has launched what is claimed to be a unique toolkit for syncing ad content and creating two-way engagement between the first and second screens.
The new Sync product is attributed with enabling broadcasters and advertisers to realise the potential of the second screen to expand an ad's reach and power. The company adds that it has on offer a product capable of “opening the door” for creative new ways to use advertising and giving broadcasters a concrete, measurable way to monetise their investment in social TV.
"never.no has always been effective at attracting eyeballs to screens and engaging consumers, but this toolkit takes our capabilities to the next level," explained Zachary Weiner, director of marketing at the company. "For the first time, advertisers have a way to coordinate campaigns that make full use of the two screens, and broadcasters have a concrete platform for generating true dual-screen advertising and a quantifiable increase in social media ad dollars. It's the first and only closed-loop solution for interactive TV advertising."
In specific operation, Sync is designed to make it possible to sync an ad on the TV with what appears on the second-screen device. Timed elements in the broadcast trigger the ad on the second screen, where viewers can interact with it through polling, games, and other such activities. Sync then pulls the results of that interaction back onto the first screen and integrates them into the programming or ad spot in real time. The Sync platform also includes technologies for tracking and reporting the benefits of the second screen advertising.
The end product, says never.no is “one perfectly orchestrated brand experience that hits all consumer touch points.” Moreover it asserts that such advertising lasts longer and generates unprecedented ad engagement levels that result in far greater ROI for a brand.
"Now, just because programming goes to a commercial break doesn't mean viewers get a break from the second-screen action," added Weiner. "Sync's backbone technology creates a perfectly correlated brand experience that keeps viewers engaged throughout both the broadcast and the commercial breaks. That's good for broadcasters because it creates more revenue and monetises their social TV investment and [is] good for advertisers because it strengthens the power of their ads."