Record engagement for ITV second-screen ad format

Editor | 17-01-2014

The UK’s leading independent TV network ITV has reported record engagement for its Ad Sync second-screen interactive ad format.

Launched in 2012, Ad Sync is designed to allow viewers to interact with a brand and to explore more about the advertisers’ products or services via their second screens. Following a number of successful ad campaigns within The X Factor app during 2013, ITV Commercial found interactive content as the most effective way to engage second-screen users and drive post-advertising actions.

Throughout the tenth series of the ever-popular entertainment show, approximately 18 advertisers placed campaigns using the Ad Sync format to engage consumers, achieving an impressive 14.3% average click through rate and 43% average engagement. Alongside the an existing partnership with the Domino’s pizza chain, ITV identified three stand-out creatives throughout the series, namely ASDA, Strepsils and Specsavers.

“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,” commented Jon Block, controller of commercial digital products at ITV.

“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.”

ITV believes that Ad Sync’s use has highlighted the key ingredients that contribute to the success of viewer participation within a synchronised ad format appearing on the second screen, these include an immersive, full-screen experience with no barriers to entry; an interactive context whereby users actively engage with the show content and are therefore more likely to interact with compelling advertising content; the ability for mass participation; and an advertising experience that is not overly intrusive with ads limited to the duration of the broadcast ad breaks.