Now and Next (Photo credit: STML)

According to Harris Interactive, almost 60 percent of Super Bowl viewers will be looking at or using their cell phones during the game, so marketers are creating mobile programs for the occasion. MediaPost took a look this week at some pf the second screen action taking place tomorrow during the game:

• NY-based SecondScreen Networks will run synchronized ads on the PrePlay and TapCast mobile apps when they air on TV. Seth Tapper, SecondScreen CEO, says the ad serving technology uses “video fingerprinting” that knows the exact time an ad runs and then sends a display complement to the apps and the site. Tapper said he has signed three national sponsors, including GoDaddy.
• Dynamic Logic, a firm that measures ad effectiveness, will measure the effectiveness of the two-screen exposures. “We are doing an extensive research project,” he told Media Post. “The idea here is to prove the efficacy of the media and then develop reach around the Oscars and March Madness.”
• Shazam’s app will recognize about a third of Super Bowl ads using an audio recognition engine and will serve up complementary content.

MediaPost

[Editor's Note: SecondScreen Networks and PrePlay are clients of Trylon SMR, owned by Trylon Communications, Inc., the parent company of NY Convergence]