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For B2C Marketing Professionals

Vendor Landscape: Second-Screen Ad-Syncing Solutions

Boost TV Advertising With Synchronized Online Advertising Campaigns

April 21, 2016

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  • By Samantha Merlivat
  • with Luca S. Paderni,
  • Kasia Madej,
  • Laura Glazer

Why Read This Report

Consumers' increasing use of connected screens while they're watching TV draws their attention away from TV content and commercials. Smart marketers see this as an opportunity and not a threat: It's a new way to reach consumers, with media placements adjacent to TV. This report focuses on how to sync online display, social, and search advertising with TV commercials. It presents the gains marketers can achieve by calibrating second-screen online campaigns to TV ad placements, lays out the different methods for doing so, and investigates the key vendors offering solutions to sync advertising across TV and online.

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Table of Contents

  • Second-Screen Multitasking Challenges TV Ad Reach And Frequency
  • Syncing Solutions Help Coordinate TV And Online Campaigns
  • Vendors Vary On Ad Formats And Channels They Can Sync TV With
  • Recommendations

  • Sync Online Campaigns With TV For Greater Context And Relevance
  • Supplemental Material
  • Related Research Documents