Look at Your Phone During TV Ads? Expect to See the Same Messages There
adage.com reports that instead of going to the bathroom or grabbing a beer during commercial breaks, TV watchers are increasingly turning to a new ritual: checking their phones until the show resumes.
For advertisers paying top dollar for TV ads, the trend is frustrating, presenting yet another challenge in their quest to gain a share of consumers’ fragmented attention.
But Xaxis, the WPP-owned programmatic platform, believes it’s found a way to reach these distracted consumers. The company is introducing a product called “Sync,” which will give advertisers the ability to serve ads on TV watchers’ mobile devices while their TV screens air the corresponding commercials.