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