The announcement comes in the lead up to the competitive Christmas period and enables advertisers to trigger digital display adverts to run within milliseconds of their TV adverts
Infectious Media, the programmatic specialist, has integrated TV synchronisation capabilities directly into its programmatic platform, Impression Desk, to allow for the automatic coordination of digital display advertising and TV advertising. The company can now bid on digital display advertising available across the programmatic landscape 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 taps into a commercial database containing information on TV slots for over 2000 channels, across 60 countries to establish the right time to deploy ads programmatically to synchronise with TV adverts.
With industry research showing that 77% of TV viewers dual screen, this 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.
Infectious Media is already running TV sync campaigns for two of its largest client’s in the retail and media sectors. Results have proved promising, delivering a 15% increase in performance for some campaigns.
“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”.