How does… a TV synced ad work?
Each week, we ask some of the industry’s most knowledgable boffins to break down industry jargon to help you through those confusing meetings and indecipherable conferences. Here, Impulse Screen’s Paul Garrity explains how TV synced ads work.
What is TV synced advertising?
Using a technology platform to automatically trigger a digital ad campaign based on what is seen and heard on TV (both adverts and programme content) in real time.
How does the tech work?
Individual vendor solutions vary, but broadly speaking TV syncing is powered by image, video, audio and metadata recognition tools – the software is then integrated with demand side platforms (DSPs). Put simply, the software acts like an always on ‘big brother’ and constantly monitors TV content. Brands determine what key words and images they’d like to automatically trigger a digital ad campaign.
Very useful. Much has passed me by in Media and I’m on a mission to catch up. The only problem is that new ideas, technology and application are growing faster than I can take them in. Right now, I feel I’m on Floor 1 of the Empire State Building and the lifts aren’t working.
A whopping 94% of people are multi-screening at the same time as watching traditional TV?
And it doubles when the ads are on the TV? (Pass me the calculator we’re up to 188% so far.
Do you even read the data in the report you linked to.
It said 94% “kept a smart phone on hand while watching TV”. It didn’t say they were using the smartphone.
But it also did say that 53% of the eye gaze was on the TV (ummm … that would be more than half wouldn’t it?). So maximum would be 47% of the time on the smartphone. That’s assuming they didn’t blink, look at other people in the room, leave the room, read something, nod off, have a chat, make a cuppa etc etc.
I hope the product is better than the analysis and justification.
forgive me if being dense (highly likely), but you’re saying someone’s device is constantly listening to them, be it TV or conversation, to serve them ads?
how does this software get on to a phone/device? do people have to opt in?
seems right up the far end of the creepy scale to me (though not hugely different from gmail reading your emails, i suppose).
It isn’t at a device level, it is at a market level, you then add on top an audience overlay to target your audience
How do I connect my DSP to track? Is it via linking advertiser YouTube channel?