ITV Commercial today announced its findings following the trial of a new interactive advertising format, Ad Sync, during last year's X Factor finals. The trial showed that dual screen advertising not only drives stronger engagement but also post-advertising actions.
Ad Sync allows brands to reach consumers via second screen devices with an on-air interactive message. The format works across a range of mobile and tablet models. The six brands who were part of the trial during the X Factor live finals 2012 included Rimmel, Tesco and Samsung.
Jon Block, Head of Commercial Innovation said: "Across the six advertisers, the new Ad Sync format saw active engagement of over 38% and a click through rate of 8.75%. Our audience's dual-screen behavior is unlocking a whole new dimension to broadcast advertising and we are delighted with the extremely positive response amongst our viewers."
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