ITV’s Second Screen Ad Format Achieves Record Engagement


ITV Commercial today announced its results following a number of successful ad campaigns within The X Factor app 2013.

Key findings show that interactive content is the most effective way to engage second screen users and drive post-advertising actions.

ITV launched its Ad Sync format in 2012, creating a new interactive ad format which allows viewers to interact with a brand and to explore more about the advertisers’ products or services via their second screens. Throughout the tenth series of The X Factor, 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 highly successful partnership with Domino's Pizza, ITV identified three stand-out creatives throughout the series, namely ASDA, Strepsils and Specsavers:

  • The ASDA ad invited users to build their very own snowman, with an array of buttons, hats, scarves and noses to choose from. When their snowman was complete, users were asked to share their creation on social media and enter a competition for their chance to win a £500 shop at ASDA this Christmas. The exciting creative achieved engagement rates of over 54%, with 20% clicking through to ASDA’s site. Over 36,000 snowmen were created and 14% of these creations were shared on social media.

  • Strepsils used the Ad Sync format to drive viewers to a mini-game hosted on their site in which viewers could play for a chance to win prizes from The X Factor. The game-led creative achieved the highest click-through rate of the series at 37.7%.

  • Specsavers used the Ad Sync format to offer customers the opportunity to delve deeper into their ad content, incorporating the back-stories of the characters that appear within the Specsavers TV spot. The creative achieved a very successful click-through rate of 29%.

ITV’s Ad Sync activity has highlighted the key ingredients that contribute to the extraordinary 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

  • An advertising experience that is not overly intrusive as the ads are limited to the duration of the broadcast ad breaks

Jon Block, Controller of Commercial Digital Products at ITV, said: “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. 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.”

For the full ASDA case study please click here.