Upload
dmx-dublin
View
323
Download
0
Embed Size (px)
Citation preview
Live TV synchronisation
and
TV ad retargeting
TV IS FIGHTING FOR ATTENTION
OPPORTUNITIES TO RECAPTURE ATTENTION
FOR THE LEADING MEDIA AGENCIES
AND TOP BRANDS
LIVE TV SYNC
FROM TV TO MOBILE IN REAL-TIME
TVadSync enables advertisers to deliver mobile advertising at key moments
LIVE TV SYNC ELEMENTS
• Live broadcast monitoring
• Real-time TV ad detection
• Short bursts of RTB buying
MICRO DAY-PARTING
Bursts of online spend at key moments outcompete spend pacing
SYNC TACTICS
• Brand Sync
• Competitor Conquesting
• Tent-pole Roadblock
• Product Piggybacking
BRAND SYNC
COMPETITOR CONQUESTING
TENT-POLE ROADBLOCK
PRODUCT PIGGYBACKING
HOW IT WORKS
Fingerprinting of client TV ad
COMPETITOR INTELLIGENCE Continuous identification of all TV commercials active in market
SET UP
REALLY REAL TIME ADVERTISING Platform triggers RTB digital media buying every time TV ad is aired
TV TO WEB ATTRIBUTION ANALYTICS Reporting on TV ad airings and online delivery
BENEFITS
• Amplify and reinforce TV ads in real-time
• Sequence messages across devices
• Road-block key moments
• Telescope brand experience onto “second screen” devices
• Conquest competitor TV media investments
• Hijack competitor sponsorships during tent-pole events
BUT… WE WANTED TO MAKE IT BETTER
• Probabilistic model relies on TV ratings
• Makes sense for prime time hours and high rating
channels
• Not suited to markets with audience spread across
many channels
• So… we invented…
SMART RETARGET
TECTONIC SHIFTS IN TV MEDIA
• Connected Televisions
• Smart set top boxes
• Addressable TV advertising
• Programmatic TV buying
• TV audience big data
EVOLUTION FROM AD SYNC INTO
AD RETARGETING
BACKGROUND: VIDEO AD RETARGETING
Video ad retargeting/remarketing enables advertisers to target display
advertising to audiences that have seen their in-stream video ads.
Video ad retargeting offers advertisers the precision and accountability that
has been missing from television.
HOW DOES TV AD RETARGETING WORK?
Smart TV contacts TVadSync when TV ad has been viewed.
TVadSync then targets online ads to mobile devices in the same household.
TVadSync
pixel
TVadSync
retargeting
ACR powered smart TV
or ACR data
THE HOLY GRAIL OF 360 DEGREE MARKETING
A link between high impact TV advertising and mobile
Deterministic retargeting
The right message to the right audience
BENEFITS OF SMART RETARGET
• No need for consumers to use a “sync” app (Shazam, etc.)
• No wastage
• Leverages new smart TV and set top box capabilities
• ACR allows live TV, recorded TV and OTT TV, etc.
• Privacy secure – no personally identifiable information required
SMART TV DMP
WHERE TO FROM HERE?
• Cable set top box audience data in Europe
• HbbTV and interactive “red button” TV ads
• More ACR smart TV
LET’S GET IN SYNC
R O N A N @ T V A D S Y N C . C O M
@ T V A D S Y N C