From across the pond, London will be hosting the 2012 Summer Olympics. Broadcasted to the U.S.A. by NBC Universal, the media company is wanting to try something new– screen jumping ads.

While this is a new advertising cash-cow for the Olympics, this is nothing new for Americans. Superbowl advertisers were the first to cross-deliver their ads from different media. However, this time it’s NBC who wants to light the torch with the Olympics.

Screen jumping advertisements allow for a greater-than-usual return on advertising as brands are able to reach a larger group of consumers more consistently on their tablets and televisions. The constant and repetitive messaging makes screen jumping appeal to advertisers because they know that the combination of media is an effective means for brand lift and recognition.

NBC Universal is trying to analyze previously collected data to meet the demands for this kind of advertising. Using their past experiences from 2008′s Beijing Olympics and 2010′s Vancouver Olympics, NBC Universal has recognized the dramatic growth in technology and consumer-advertising digestion. Now the company is trying to figure out how to meet the new needs for the 17 day global competition.

Luckily, NBC has some time to figure out how to integrate ad delivery between tablets, computers, mobile phones, and televisions– aka screen jumping. Alan Wurtzel, president of research and media development for NBC Universal, said ”Advertisers absolutely want to begin to reach consumers across all these platforms, and we need, as an industry, to understand how these consumers are behaving”. NBC has recognized the need for cross-media delivery, but the next step is figure out how.

Google and ComScore have both expressed interest in the research process during the Olympics. Tony Fagan, Google’s research director, says that “[Google would] like to see how the behavior interacts across the so-called ‘Four Screens’: TV, PC, mobile phones, and tablets”. This is a great first step in understanding consumers and how they digest advertising collectively on the ‘Four Screens’. This partnership, in fruition, should prove valuable to for advertisers and brands alike.

With 163 days to go, the London Olympics are on the radar for NBC Universal and it’s a great mystery to see how the company will use past data along with instincts to assist in the ‘Four Screen’ advertising effort.

Move over synchronized swimming… time for synchronized advertising– with some maditude!