Dive Brief:
- 4C Insights, a data science company, has created “Synced Ads,” a program that automates identifying when a brand is running a TV ad and triggers ad buys on any combination of Facebook, Twitter and/or Instagram.
- The program was made possible through technology it gained in its purchase of Teletrax, a broadcast intelligence services firm.
- The program also offers brands an opportunity to run social media ads when competitors are running TV ads.
Dive Insight:
For marketers interested in reaching multitasking audiences who watch TV and engage in social media simultaneously, 4C Insights' Synced Ads could be the fix. The program identifies when a brand’s TV ad is running and will automatically by ads on Facebook, Twitter or Instagram, or any combination of the three social media platforms. The technology is also capable of noticing when a brand’s competitor’s TV ad is running to purchase competing social media ads that run simultaneously with the TV ad. Not to mention, it lets marketers purchase Google search ads within seconds of TV spots.
Brands are already testing the program, and Czech automaker Skoda has reported a 50% lift on clickthrough with 25% more consumer reach on ads buys through Synced Ads.
4C Insights’ founder and chief scientist Alok Choudhary said in a statement, "To keep pace with changing consumer interests on multiple devices, advertisers must be nimble and more thoughtful when developing strategies to reach relevant audiences."