Brand Networks Unveils New Broadcast Media Syncing Capabilities for Cross-Social Ads, Powered by TVTY
New Capability Brings Real-Time Multi-Screen Marketing to Life During Television Broadcasts and Commercial Breaks
BOSTON, MA. — November 29, 2016 — Brand Networks, the award-winning provider of solutions that simplify social™, has integrated with TVTY, The Moment Marketing company, to give marketers the ability to sync their social campaigns to global television broadcasts and advertising. With these capabilities, brands can launch digital campaigns across Facebook, Instagram, Pinterest, Twitter, LinkedIn, or Snapchat when triggered by specific moments on TV — for instance, a competitor’s commercial, a television program that features a brand spokesperson or product, or a moment in a live event.
Brand Networks pioneered this capability in 2013 with its proprietary Open Signals solution, which earned a Facebook Innovation Award for its groundbreaking approach to real-time marketing. Open Signals allows brands to leverage specific third-party data triggers — including the weather, inventory data, sports scores, and more — to launch relevant ad campaigns across social media channels.
Ad syncing has become an increasingly large priority for brands in the last five years, as second screen experiences have grown. 84 percent of smartphone and tablet owners say they use their devices as second screens while watching television at the same time — often while checking social media. For brands, this presents an opportunity to amplify their message across multiple channels at once, connecting to consumers when it matters most and ultimately converting browsers into customers.
The technology behind TVTY allows brands to react to aired ads instantly, rather than an approximation based on a media plan model. This matters, as peak consumer interest occurs within 10 seconds of the ad being shown, so brands need to serve digital ads instantly to capture this interest. TVTY’s video fingerprint technology monitors every TV ad, in real-time, across over 400 TV channels in 25 countries.
“We all encounter so many ads in a typical day, but our recall is low,” said Jamie Tedford, founder and CEO of Brand Networks. “We want to help brands create a holistic strategy across all channels to engage viewers in multiple ways. With TVTY we’re able to expand the capabilities of Open Signals to help brands become smarter about how they launch ads. Now, using our integrated platform, brands can leverage global TV broadcast data to automatically trigger and optimize an immersive multi-channel media strategy that exceeds campaign objectives.”
“Research has shown that exposure to both television and mobile ad creative increases purchase intent and interest,” said Eliott Reilhac, TVTY CEO. “Whether you want to trigger digital ads to run alongside your television spot, or adjack a competitor’s ad, Brand Networks and TVTY will allow you to trigger synchronized ads in a millisecond. The implications, especially during a live broadcast like The Super Bowl or The Oscars, are huge. Brands can quickly respond to real-world events and circumstances with strategically placed, relevant content.”
Availability: These powerful television-syncing capabilities are available for licensing to all current Brand Networks customers via the Open Signals technology built into the Brand Networks Platform.
About Brand Networks
Brand Networks Simplifies Social™. The company delivers award-winning social media advertising software and services to hundreds of enterprise customers, including half of the Fortune 100 and 17 of AdAge’s 25 Most Advertised Brands. The Brand Networks Platform uses personalization data and powerful automation technologies to help marketers optimize their media investments across the social web. Media buyers can reduce campaign management time by 75 percent while increasing their return on advertising spend across Facebook, Instagram, Twitter, Pinterest, LinkedIn and Snapchat. Brand Networks was founded in 2006 and is headquartered in Boston with offices in San Francisco, New York City, Rochester, Los Angeles, Chicago, and Sydney. For more information, please visit bn.co.
TVTY is an award-winning moment marketing company. We enable advertisers and agencies to sync their digital campaigns in real-time with offline events such as TV shows, commercials, weather/weather forecasts, sporting events, financial triggers, and more. TVTY’s powerful combination of industry-leading moment marketing technology, strategic consulting, analytical insights and media buying expertise helps brands ensure their marketing is more relevant and engaging for consumers, cutting advertising waste and leading to better returns from campaigns. This disruptive new technology is being adopted by brands such as Sony, Intel, Tesco, O2, GSK, Volkswagen and Nationwide to name just a few. TVTY has 60 employees across three offices in London, New York, and Paris and operates in more than 40 different countries worldwide. For more information, please visit www.tvty.tv.