Philips spin-out Civolution may be best known for the video watermarking technology it inherited in its acquisition of Teletrax. But the Dutch outfit also brings other offerings to the table.
Civolution technology also provides clients with real-time metadata describing on-air TV content. When this is used to target advertising in social networks, the results can be positive. Group M ad unit Xaxis has been using Civolution data in the Netherlands. and social ad company Optimal Social has also partnered, says Civolution senior global product manager Stefan Maris.
“Optimal Social integrate our realtime firehouse in to their backend, allowing us to have TV-synced advertising on Facebook,” Maris says.
“We worked with a large entertainment company to have a TV-synced (advertising) experience around one of their premiere movie releases. We saw a huge, 60% uplift in consumer engagement.”
Greater engagement can be found not just by TV advertisers buying Facebook ads in time with their TV spots – but also by buying on Facebook against rivals‘ TV ads, Maris says.
“We bought inventory against competitors’ movie trailers,” he says. “For those, we saw up to a 30% uplift for that particular movie.”