Second screen ad synching is enabled by listening technology that identifies when an advert has run on TV and immediately delivers advertising messages to run on digital devices. Millward Brown, in the first of its annual Digital & Media Predictions, expects more advertisers to take advantage of the opportunity to target their online and social media advertising in this way.

“Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new storytelling opportunity that allows brands to add extra value for people who just watched their TV spot,” said Duncan Southgate, global brand director, Digital at Millward Brown. “We expect it to grow rapidly in 2015.”