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Modern Times Group’s second screen service, Like.tv, launched synchronized advertising earlier this month. The new technology makes it possible for advertisers to make sure that the Like.tv app reacts to what is being shown on TV, and tailors the advertising content in the app to what main screen viewers are seeing, in real-time.
“It opens up massive creative possibilities for advertisers in the longer term; just think of all the complementary things one could do,” the company says. Like.tv offers the example of cool new trainers appearing on TV and a competition to win a pair in the app. “The possibilities are endless,” MTG adds.
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