What Civolution’s technology SyncNow does is identify commercial spots on broadcast channels in real time. The technique can generally be referred to as video “fingerprinting.” Maintaining a database of some 50,000 television commercials, Civolution categorizes spots by parameters like product category, Twitter handles or Facebook URL. The platform monitors about 2,300 TV channels with reach in about 60 countries.
“Most companies work on a campaign basis so they can only recognize the spots that are previously delivered to them and are able to index them into their system,” Terpstra said.” In our case, we already have the spots because we do that (indexing) automatically, which allows you also to cross-target between brands and, in the most extreme case, competitively targeting a brand with competing TV spots.”
Although Civolution does not buy or sell inventory itself, the company aims to connect with existing social and RTB platforms, such as DSPs, agency trading desks and social PMDs, which do.
Its latest deal with Resolution Media and integration with Brand Networks’ programmatic buying platform, Open Signals, is one such example. Basically, Civolution’s SyncNow acted as the “trigger point,” alerting Brand Networks when ads for (or competing against) Resolution Media’s entertainment client, which was promoting a summer blockbuster film, aired.
Brand Networks’ Open Signals was then responsible for executing the ad buy. Resolution Media’s CurrentResolution tool (which combines campaign creative and reporting powered by Omnicom’s Annalect) worked with Open Signals to sync up the campaign creative and ad placement.
As a result, Resolution Media saw 250% lift in click-through rate (CTR) for TV-synced Twitter ad units promoting the summer blockbuster. Results were similarly strong, with a 204% uplift in CTR, for Twitter ad units synced to competitive TV spots.
Resolution Media was an early entrant in the real-time social ad buying space, beta-testing Twitter’s ads API for PepsiCo Beverages. The group, along with sister agency OMD, worked on social TV campaigns with Bluefin Labs even prior to its acquisition by Twitter in February 2013.