BURT REYNOLDS
Business Director
Mediacom
Multi Screen Story-telling in Real-Time
Before the What & How,
Here’s the WHY!
AWARENESS
Mobile
WHY - It all started with the insight that
Multi-Screening has high local relevance in our region
Second screens are compe...
And the key issue with all
First Screen investments is the same
1. Significant breakdown when it came to
connecting commun...
“Using custom built technology to reinforce TV campaigns and
to re-engage ‘lost’ TV viewers by simultaneously serving ads ...
SYNC…
WHAT is it
Digital Fingerprint of Sony
Mobile and comnpetitor
TVCs is created
Xaxis begins buying media which is
syn...
And the STORY of HOW it
all came together
Thank You for your Attention,
and not Multi-Screening during this talk! 
+
DT Dubai - Burt Reynolds, MediaCom
DT Dubai - Burt Reynolds, MediaCom
DT Dubai - Burt Reynolds, MediaCom
DT Dubai - Burt Reynolds, MediaCom
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DT Dubai - Burt Reynolds, MediaCom

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"Multi Screen Story-Telling in Real-Time"

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  • Our work has been recognized by the most prestigious awards bodies in the region Mediacom is the 3rd awarded media agency in 2015 for MENA and the only one to achieve GOLD and an M&M Global recognition
  • DT Dubai - Burt Reynolds, MediaCom

    1. 1. BURT REYNOLDS Business Director Mediacom Multi Screen Story-telling in Real-Time
    2. 2. Before the What & How, Here’s the WHY! AWARENESS
    3. 3. Mobile
    4. 4. WHY - It all started with the insight that Multi-Screening has high local relevance in our region Second screens are competing with TV screens for audiences’ attention, especially during commercial breaks Brands must fight to achieve share of attention as users have more options to engage with content HOW MUCH SCREEN USE OVERLAPS WITH TV? 30% users on a daily basis 29% users on a daily basis 37% users on a daily basis Source : Nielsen AdReaction 2014 KSA
    5. 5. And the key issue with all First Screen investments is the same 1. Significant breakdown when it came to connecting communication to the desired Response / Content 2. Touch points of scale (Television & Digital) were being treated in silos
    6. 6. “Using custom built technology to reinforce TV campaigns and to re-engage ‘lost’ TV viewers by simultaneously serving ads in real-time across multiple screens” Note: Sync does not identify if the user is watching TV, the product identifies that a TV spot has been broadcast and simultaneously serves an online campaign in real time.
    7. 7. SYNC… WHAT is it Digital Fingerprint of Sony Mobile and comnpetitor TVCs is created Xaxis begins buying media which is synchronized to the duration & after of the TV commercial Sync Technology listens to the satellite feed When the digital fingerprint is recognized, it sends a signal to Xaxis
    8. 8. And the STORY of HOW it all came together
    9. 9. Thank You for your Attention, and not Multi-Screening during this talk!  +

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