Second-screen ad synching is set to become a major trend in 2015, with more advertisers linking messages across devices, according to research firm Millward Brown.

Consumers can expect to see brands backing up TV advertising with messages on digital devices, including laptops, tablets and smartphones, the agency claims.

Using listening technology from companies such as Civolution, Infectious Media and WyWy to identify when an ad has run on TV, brands are immediately able to deliver follow-up ads on digital platforms to enhance the impact with viewers.

While a handful of brands – including automotive marque Hyundai – are already using second-screen ad synching, Millward Brown said it expects advertisers from a wide range of categories, from financial services to FMCG, to increase their use of the technique.

It can also be used to “hijack” competitor campaigns by running targeted digital counter-claims at the same time as a rival’s TV ad.

“Second-screen synching isn’t just about media efficiency and hitting consumers with multiple messages, it’s also a new storytelling opportunity that allows brands to add extra value for people who just watched their TV spot. We expect it to grow rapidly in 2015,” said Duncan Southgate, global brand director, digital at Millward Brown.