Optimal and Civolution launch TV ad synchronisation on Facebook
Advertisers can now implement second-screen advertising on Facebook that is synchronised with TV commercials thanks to technology provided by social advertising and analytics platform Optimal and content security and second-screen synchronisation specialist Civolution.
Civolution’s second screen synchronisation technology, SyncNow, which monitors TV channels and identifies TV ads in real time, has been integrated with Optimal’s Open Signals and Real Time Bidding platforms to enable advertisers to buy ads automatically on the Facebook Exchange service within seconds of ad spots airing on TV, allowing Facebook News Feed ads to be synchronised with the TV ad.
The pair said they had already implemented the technology for a campaign for a client’s upcoming entertainment launch. The pilot porogramme found that Facebook News Feed ads that were synchronised in real time with TV spots saw a lift in the consumer click through rate of over 60%.
According to the companies, the results of this demonstrated that Real Time Bidding platforms paired with TV content identification technology could provide a platform a platform for brands to deploy tactical ad slot purchases that run for a limited number of days after a TV spot airs.
“We were blown away by seeing a 60% lift for the Facebook News Feed ads that were synchronised to our advertiser’s TV ads, compared to a control group running the same day. With tens of millions of Facebook users logging onto the platform during prime time hours there is a tremendous opportunity to break through clutter and amplify TV commercials with a timely and direct advertisement on Facebook.” said Rob Leathern, Optimal founder and CEO.
Separately, Facebook is reportedly to introduce video advertising within its mobile apps, but will restrict these to ads for other apps for now.
The video feature is part of the existing Mobile App Ads for Installs feature, used to promote apps on the Apple App Store or Google Play from Facebook.