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TV4 launches second screen ad synch platform

Swedish broadcaster TV4 has teamed up with second screen technology group Widespace to launch TV4 Ad Sync, a second screen synchronised advertising platform that will enable advertisers to automatically synchronise TV commercials with content and promotions on mobile and tablet devices.

According  to TV4, the new platform will enable advertisiers to reinforce their commercial campaigns with an enhanced second screen presence.

The company said an evaluation of early trials carried out by research firm Inizio showed that synchronsised mobile and TV campaigns gave higher rates of awareness, brand preference and intent to purchase than campaigns that are not syncronsised.

According to Inizio’s findings, purchase intent increased by up to 39% in the case of synchronised campaigns.