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Programmatic / TV and online ads to be synced via new programmatic offering

by on December 3, 2014 in Apps, Apps & Software, FaceBook, Google, iPhone, Lead Article, LinkedIn, Metrics, Mobile, Mobile Marketing, Nuggets, Pinterest, Social Media, Twitter

Infectious Media integrates new programmatic platform enabling online ads to be served in sync with TV ads

Taps into consumers’ dual-screening habits by triggering display ads to run within milliseconds of TV ads

Infectious Media, @Infectiousmedia the programmatic specialist, has integrated TV synchronisation capabilities directly into its programmatic platform to allow digital display ads to be automatically coordinated with TV ads.Online ads will be deployed programmatically on desktops and tablets within milliseconds of a TV advert appearing.

This allows brands to reach audiences across dual screens, maximising the impact of their TV investments. The technology is able to establish the right time to deploy ads by tapping into a commercial database containing information on TV slots for over 2,000 channels, across 60 countries.

IAB industry research shows that two-thirds of online Britons frequently use the internet whilst the TV is on¹ and a quarter of smartphone owners look up information on their phone or tablet after seeing a TV ad².

This activity provides a clear strategic opportunity for advertisers to interact with users across devices simultaneously to extend the reach and effectiveness of their TV campaigns. TV-synchronised programmatic campaigns result in improved brand exposure, increased conversion rates and, ultimately, deliver a more efficient return on ad spend.

The launch follows a successful pilot of “TV-synced” campaigns with two of Infectious Media’s largest clients in the retail and media sectors. Results proved promising, delivering a 15% increase in performance for some campaigns – compared to standard programmatic campaigns that aren’t TV-synced.

“In the lead up to Christmas our TV synchronisation capabilities offer a great way for brands to make more of their ad spends”, says Andy Cocker, COO & Co founder, Infectious Media. “Dual screening is especially prevalent during the festive period so using TV synchronised campaigns to influence audience purchase behaviour provides brands with a vital competitive edge”.


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