This document discusses opportunities for advertisers to synchronize mobile advertising with television ads in real-time using two technologies: live TV sync and smart TV retargeting. Live TV sync detects television ads and triggers mobile ad purchases during airings, while smart TV retargeting uses audio recognition to deterministically target mobile ads to households after viewing television ads without requiring apps. Both approaches aim to amplify television advertising by reaching the same audiences across devices.

1. Live TV synchronisation
and
TV ad retargeting

2. TV IS FIGHTING FOR ATTENTION

3. OPPORTUNITIES TO RECAPTURE ATTENTION

4. FOR THE LEADING MEDIA AGENCIES

5. AND TOP BRANDS

6. LIVE TV SYNC

7. FROM TV TO MOBILE IN REAL-TIME
TVadSync enables advertisers to deliver mobile advertising at key moments

8. LIVE TV SYNC ELEMENTS
• Live broadcast monitoring
• Real-time TV ad detection
• Short bursts of RTB buying

9. MICRO DAY-PARTING
Bursts of online spend at key moments outcompete spend pacing

10. SYNC TACTICS
• Brand Sync
• Competitor Conquesting
• Tent-pole Roadblock
• Product Piggybacking

11. BRAND SYNC

12. COMPETITOR CONQUESTING

13. TENT-POLE ROADBLOCK

14. PRODUCT PIGGYBACKING

15. HOW IT WORKS
Fingerprinting of client TV ad

16. COMPETITOR INTELLIGENCE
Continuous identification of all TV commercials active in market
SET UP

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…

21. SMART RETARGET

22. TECTONIC SHIFTS IN TV MEDIA
• Connected Televisions
• Smart set top boxes
• Addressable TV advertising
• Programmatic TV buying
• TV audience big data

23. EVOLUTION FROM AD SYNC INTO
AD RETARGETING

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

28. SMART TV DMP

29. WHERE TO FROM HERE?
• Cable set top box audience data in Europe
• HbbTV and interactive “red button” TV ads
• More ACR smart TV

30. 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