A new future for television advertising

There’s something nostalgic about gathering a family in front of one TV to watch a show together. Sharing time, opinions and feelings with those who influence your beliefs the most. This is something that happens less in today’s day and age of multi-screening and mobile technology. 84% of smartphone and tablet owners are surfing online with their second device, while watching TV.

On one hand, this multi-screen reality leads to distraction away from the TV, however it also provides the opportunity for viewers to directly engage with the TV content.

The future: the synchronisation of TV advertising with online advertising in real-time.

Advertisers are able to tell a seamless brand story across multiple screens, winning back the attention of TV viewers on their second screen and capturing the TV-inspired viewers, who are looking for additional information on their mobile device. By syncing online display, video ads, paid search campaigns and their own website to TV advertising a brand is able to provide a simple path to conversion.

The basis for the synchronisation is automated content recognition (ACR) technology, which detects TV advertising the instant it is aired. It automatically pushes the real-time detection to advertising platforms, for the activation of TV synced digital campaigns.

There are many benefits to the brand:

• Recapturing the distracted viewer’s attention through online ads displayed on the second screen in real-time
• Capturing the TV-inspired viewer, making it easy for a viewer to immediately access further information on a product when their purchase intent is highest.
• The real-time detection also allows advertisers to easily measure and analyse the direct impact of a TV advertising