never.no has revealed Sync, a new toolkit for syncing ad content and creating two-way engagement between the first and second screens. “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,” said Zachary Weiner, director of marketing at never.no. Sync makes it possible to sync an ad on the TV with what appears on the second-screen device. Specifically, 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 realtime. The Sync platform also includes advertising technologies for tracking and reporting the benefits of the second screen. “Sync’s backbone technology creates a perfectly correlated brand experience that keeps viewers engaged throughout both the broadcast and the commercial breaks,” Weiner said. “That’s good for broadcasters because it creates more revenue and monetises their social TV investment, and good for advertisers because it strengthens the power of their ads.”www.never.no
