LONDON — More advertisers may soon buy synchronized video ads on multiple digital screens to continue reaching TV viewers distracted by secondary devices.

Group M’s data and audience unit Xaxis has already operated the scheme, dubbed Xaxis Sync, in the Netherlands, buying social mobile ads corresponding to TV spots identified by data partner Civolution. Now it is launching the scheme elsewhere including the US, as this release announces.

“About 60% of TV viewers are engaged with another screen while they watch mainstream linear TV,” Xaxis’ UK MD Nicolas Bidon tells Beet.TV.

“It allows u to get a greater share of voice. (With Xaxis Sync), even if your audience is busy while your spot is airing on TV – emailing their friends or watching their Facebook account – they’re still seeing your brand on these other screens.”

Beet.TV spoke with him at the recent FT Digital Media Conference. To view all our coverage of the conference, visit this page.

Disclaimer:  Our coverage of the FT event was sponsored by Xaxis.