17. REALLY REAL TIME ADVERTISING
Platform triggers RTB digital media buying every time TV ad is aired
18. TV TO WEB ATTRIBUTION ANALYTICS
Reporting on TV ad airings and online delivery
19. 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
20. 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…
22. TECTONIC SHIFTS IN TV MEDIA
• Connected Televisions
• Smart set top boxes
• Addressable TV advertising
• Programmatic TV buying
• TV audience big data
24. 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.
25. 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
26. 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
27. 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