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ConnecTV to Study Second Screen Social TV Viewing Behavior

Teams With SmithGeiger to Validate and Quantify the Premium Value of Second-Screen Ads 6/19/2013 7:28 AM Eastern

ConnecTV is teaming with consumer technology and media research firm SmithGeiger on a study that will examine second screen social TV viewing behavior.

The study, which will provide reports to media companies, TV networks, advertisers and ad agencies, has a stated goal of validating the purported premium value of second screen companion ads that are synchronized with broadcast ads, as well as quantifying the “brand benefits of social ad impressions over standard ‘eyeballs.’”

SmithGeiger, a firm that works with major TV networks and cable providers, will use its proprietary system to study social and behavioral preferences of opted-in ConnecTV users. The companies have yet to set a timetable for sharing results of the study, a ConnecTV spokesman said.

ConnecTV, a free app offered on iOS, Android, and browser-based devices, uses audio cues to  sync with live or time-shifted TV shows and provides users with companion chat and content, including interactive ads that tie into the spot being shown on the primary TV screen.

ConnecTV claims its AdSync Network has shown a click-through rate of 0.73%, versus a 0.1% click-through rate for traditional Web banner ads.

ConnecTV said its platform currently synchronizes advertiser messages on more than 400 channels in the U.S.  Its partners include ten major broadcast groups, including Barrington Broadcasting Group, Belo Corp., Cox Media Group, E.W. Scripps, Gannett Broadcasting, Hearst Television, Media General, Meredith Corp., Post-Newsweek Stations, and Raycom Media.  Station groups in the Pearl joint venture have an undisclosed stake in ConnecTV, which was founded in 2010.

“ConnecTV is committed to thought leadership in social TV behavior that will benefit the entire television ecosystem – and validate the greater business value of social ad impressions on the second screen versus standard eyeball impressions,” said ConnecTV CMO Stacy Jolna, in a statement.  “In concert with SmithGeiger’s industry-leading insights, we’ll work to create an even more compelling social TV experience for our television and advertising industry partners as well as our ‘viewers’.”