Everyone has been talking about “second-screen” experiences. But what do those experiences really bring to advertisers’ party? Greater consumer engagement, says a tech vendor.

In the Netherlands, Civolution, whose technology knows which ads are playing on which TV channels and when, has been delivering that real-time data to Group M’s data-driven ad unit Xaxis.

“As soon as we identify an ad, we send a trigger to the agency’s bidding an ad placement platform,” says senior global product manager Stefan Maris. The pair have used real-time data to serve up car, insurance and video game ads to second-screen users.

“They will use this trigger to bid on inventory, either on social on mobile or online,” Maris adds. “That all happens in milliseconds.”

What’s the up-shot? “We saw some really great results – double-digit lift in engagement,” Maris claims. “We also did some projects on Facebook – we saw a significant lift in overall consumer engagement for TV-synced advertisements.”

Maris was interviewed by Furious Minds CEO Ashley Swartz at Beet.TV’s TV Programmatic Summit, hosted at Xaxis and presented by Videology.