TVadSync Determines TV Commercials Seen by Households to Show Related Ads on Viewers’ Devices; Centro’s Programmatic Ad Platform Synchronizes Marketing Funnel from Traditional to Digital Media.
TVadSync, a provider of technology to bridge the advertising gap between television and second screen devices, today announced the expanded availability of its real-time TV re-targeting solution for U.S. marketers. Centro, an enterprise-class software provider for digital advertising, powers the offering. Centro’s Basis programmatic ad platform provides a responsive API that enables TVadSync to find digital media audiences and synchronize, within minutes, the digital device ads served to the user in relation to TV commercials they have just seen. This creates greater surround sound for TV marketers by extending their share of voice to mobile and desktop as TV spots are airing.
It’s a Multi-Device World
In a multi-device world, advertisers are facing increasing difficulty capturing the attention of their target audiences. Contributing to the problem are distractions present during commercial pods because consumer attention can shift to other digital devices. An in-home eye-tracking study from Facebook IQ showed that 94% of TV viewers keep their smartphones with them while watching. However, repetition helps reinforce messages. Advertisers that want to capture a viewer’s full attention need the ability to determine what households are watching their marketing messages and what other digital devices they use while multitasking. The challenge in this situation is the digital media activation delivered to consumers in that household before commercial breaks end and users’ attention is lost as programming resumes.
“As TV audiences adopt new multiscreen behaviors at home, it’s crucial for scaled marketers and media operators to align digital and TV advertising to lift the return-on-ad-spend on their campaign buys,” said Ronan Higgins, CEO of TVadSync (pictured top left). “Together with Centro, we can power and accelerate the TV and digital convergence by connecting the conversion power of programmatic advertising to high impact, emotive TV advertising.”
TVadSync’s solution is fueled by the largest deterministic viewership dataset from millions of Smart TVs across the U.S. Leveraging automatic content recognition (ACR) technology built into TVs, TVadSync processes information anonymously correlated to digital devices and behaviors of TV viewers. TVadSync determines when a brand’s TV spot airs, and decides if it should respond immediately with a related ad in any format to the user’s digital device. Brands can differentiate themselves and amplify their message through TV-to-digital retargeting on a one-to-one basis when commercials are airing.
TV ad re-targeting benefits for marketers include:
· Visibility: increase in frequency of messages
· Interaction: ability to convert awareness from TV spots into engagement through digital ads
· Conquesting: deliver online ads during direct competitors’ TV commercials
· Piggybacking: serve online ads for retailers based on TV ads of products the retailer offers
Basis Empowers Innovators and Market-Movers
Recently recognized by software review site G2 Crowd as the best demand-side platform (DSP), Centro’s Basis offers omni-channel reach, easy usability, real-time reporting and a responsive API. A driving factor for TVadSync is Basis’ unique capability to deliver IP-based low-latency digital media activations within the crucial moments after TV spots air. With TVadSync projecting 200% YOY growth, it needs enterprise-grade, agile technology that processes data accurately and timely for its blue-chip brand clients. In addition to platform responsiveness, Basis leverages technology and human auditing to ensure the highest quality ad environments for brands. By using Basis, innovative companies such as TVadSync can leverage engineering sophistication and human understanding to transform industry challenges into opportunities for brands and agencies.
“TVadSync is driving the evolution of media convergence by broadening TV’s impact in the marketing funnel and connecting it to digital channels,” said Katie Risch, EVP of customer experience at Centro. “Pioneer organizations in media and advertising are leveraging Centro’s technology to differentiate their offerings and lead the innovation in their market segments.”
Centro (www.centro.net) is a provider of enterprise-class software for digital advertising organizations. Its Basis technology platform centralizes, organizes and automates all digital media campaigns across all channels, accessing both guaranteed and biddable inventory, to achieve any objective. Headquartered in Chicago with 32 offices in North America, Centro has received numerous accolades for its commitment to employees and workplace culture.
TVadSync, specializing in cross-screen marketing, helps advertisers leverage the combined emotive power of TV and conversion opportunity of digital to drive maximum ROI, and understand the impact of both. With TVadSync’s Smart Retarget offering, brands can retarget the mobile devices of consumers who have viewed speciﬁc TV content at exactly the right time, helping to push higher show tune-ins, site visits and conversions. Through cutting edge attribution modelling, TVadSync also gives brands the tools they need to gain valuable insights into precisely how their TV or digital spend inﬂuences engagement, and how to optimize their marketing.