Skip to content

Beet.TV

Beet House Ads – Email Harvesting Beets – ON
BeetTV on Facebook BeetTV on Twitter BeetTV on LinkedIn BeetTV on YouTube Subscribe to BeetTV RSS

Civolution’s TV Data Powers 60% Uplift In Social Ad Performance

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.”

This segment was recorded at the Beet.TV leadership summit on television and programmatic advertising hosted by Xaxis and sponsored by Videology.

By Robert Andrews on December 12, 2013 @robertandrews
TV Programmatic at Xaxis Presented by VideologyTagged Facebook, Advertising, Second Screen, Xaxis, Civolution, optimal social, stefan maris, Advertising, Social Media

Share: Civolution’s TV Data Powers 60% Uplift In Social Ad Performance

Direct Link:

Embed Code:

Tweets by Beet_TV

Recent Videos

For T-Mobile, The New Mobile Advertising Is In-Car

A year after it acquired a rideshare advertising network, T-Mobile has hopes it could be used to power ads in autonomous vehicles. In January 2022, T-Mobile acquired Octopus Interactive, the national network of interactive video screens inside Uber and Lyft vehicles. In this video interview with Beet.TV, Cherian Thomas, Head of Marketing & GTM, T-Mobile […]

 

DMEXCO Co-Founder Sets the Stage in Miami for the “Possible” Event & Redefines “Expo” Value

Christian Muche co-founded DMEXCO, one the digital industry’s global tentpole events. He’s moved on. Now, in partnership with the MMA Global, he is heading the most ambitious new marketing event of the year called “Possible.” The event will take place in Miami Beach at the Fountainebleau April17-19. A number of CMO’s will speak including the […]

 

Too Much Ad-Tech Robs Video Of Billions: Blockboard’s Wasserlauf

Video advertising has grown incredibly – but Matt Wasserlauf thinks much of it is going down the pan. As CEO & Founder, Blockboard, Wasserlauf’s software platform uses blockchain to facilitate connected TV advertising with impression-level transparency. In this video interview with Beet.TV, he says so much of the spend is getting wasted. Scale of waste […]

 

Data Clean Rooms Take Significant Investment, But Offer Huge Potential: IAB’s Pam Zucker

The hottest new tech tool designed to enliven digital advertising while staying within privacy rails requires a big cost – but can come with a big up-side. That is according to a leader from the digital ad industry’s umbrella body, which just commissioned a big survey on the topic. In this video interview with Beet.TV, […]

 

Clean Rooms Will Power Collaborative TV Ad Reporting: DISH Media’s Bokhari

LAS VEGAS — Respective privacy imperatives is just a first-order effect of the new category of “clean room” data technology. Early adopters of the software are now starting to imagine the downstream transformations which the emerging tech can enable. In this video interview with Beet.TV, Kemal Bokhari, Head of Data, Measurement & Analytics, DISH Media, […]

 

Ecosystem Enhancements On Clinger’s Beet Retreat Agenda

It is an ad-tech world some think is beset by “fragmentation” problems. But Travis Clinger sees that world coming together in a spirit of collaboration and interoperability. In this video interview with Beet.TV, Clinger, SVP, Activations & Addressability, LiveRamp, says the upcoming Beet Retreat 2023 San Juan is the place where a better ecosystem could […]

 

Measuring Cross-Media: Nielsen ONE Aims To Solve The Unsolved

MARCO ISLAND, FL — The journey to create a solution for cross-media measurement has been a long one. But, according to Nielsen Audience Measurement CEO Karthik Rao, Nielsen ONE is finally ready for general release. In this video interview with Beet.TV, Rao tells Beet.TV contributor Jon Watts the company is “very excited.” The problem of […]

 

Measurement Standards Will Help to Future-Proof TV Advertising: WBD’s Andrea Zapata

LAS VEGAS – The measurement of television audiences has been in flux as buyers and sellers of advertising seek metrics that accurately reflect the major change in people’s viewing behavior since the onset of the pandemic. Getting past the test-and-learn phase of developing new measurement tools that can be scaled for mass audiences has been […]

 

Data Clean Rooms Help Create Smarter Advertising: L’Oréal’s Shenan Reed

LAS VEGAS – Marketers are working to get ahead of the growing patchwork of consumer privacy laws by adopting a variety of technologies including audience identifiers and data clean rooms (DCRs). For beauty giant L’Oréal, clean rooms have helped to improve the outcomes of its advertising campaigns by matching its vast trove of first-party data […]

 

Viewer Data Determines Real Ad Effectiveness: Ampersand’s Heftman

MARCO ISLAND, FL — In the new era of TV ad attribution, the key to the kingdom is a real viewer relationship. That is according to a company whose tech helps MVPDs track the actual outcome of the ads they air. In this video interview with Beet.TV, Ethan Heftman, SVP, Agency Sales, Ampersand, explains what’s […]

 

Identity Resolution Is A Prerequisite To Data Clean Rooms: TransUnion’s Spiegel

LAS VEGAS — In 2023, “clean rooms” are getting plenty of attention in a media and advertising industry seeking ways to collaborate with data. The tech lets partners work on connecting datasets – without sharing privacy-sensitive parts. But, in this video interview with Beet.TV, Matt Spiegel, EVP, Media & Entertainment Vertical, TransUnion, says “clean room” […]

 

Audience Measurement Highlights TV’s Mid-Funnel Benefits: DIRECTV’s Jason Brum

LAS VEGAS – The measurement of television audiences is evolving to encompass multiple platforms, expanding beyond traditional live linear broadcasts to on-demand streaming. Measurement data also include ways to evaluate the outcomes from different commercials sent to different households during the same programming, or what’s called addressable advertising. “With addressable advanced television, clients can actually […]

 

Ad Intelligence Is Crucial As Media Outlets Multiply: Vivvix CEO Andrew Feigenson

Kantar this month launched Vivvix as an independent brand specializing in syndicated advertising intelligence among digital and traditional media. Those channels include mobile apps, streaming and social media platforms such as Facebook. Vivvix, which is led by Chief Executive Andrew Feigenson, brings together what had been Kantar Media’s syndicated media coverage and Numerator’s advertising creative […]

 

‘A Different Lens’: Experian’s Hlavacek Relishes The World Beyond Cookies

MARCO ISLAND, FL — Companies involved in advertising have spent the last couple of years adjusting to a world in which digital identifiers like cookies and device IDs are drying up. They have traditionally been used to match and target audiences. Replacements include a range of identity technologies, in what is a significant upheaval. But […]

 

Next-Generation TV Viewership Metrics Are in Their Infancy: Comcast’s Carmela Fournier

LAS VEGAS – Consumers have more ways to watch video programming than ever before, whether they’re tuning into news from a local television station or streaming an on-demand movie. Advertisers, agencies, media owners and measurement companies are engaged in continual discussions about the best ways to quantify these viewing behaviors to help set the value […]

 

Hershey’s Rinaldi Is Sweet On Clean Rooms For Attribution Insights

LAS VEGAS — One of the world’s largest chocolate manufacturers likes the taste of a new tech category designed to enable data collaboration while maintaining privacy compliance – but The Hershey Company is also warning of a looming after-taste. “Clean room” software is gaining adoption in media and advertising for allowing partners to work with […]

 

Economic Uncertainty Drives Innovation in Advertising: IAB’s Eric John

LAS VEGAS – The global economic outlook has become a bigger source of worry amid high inflation, rising costs to borrow money, war in Europe and significant job cuts at technology companies. As in past economic cycles, the uncertainty is pressing marketers to find ways to show measurable results from advertising budgets that may be […]

 

Advertisers Need Cross-Platform Currency for Outcomes: Publicis’s Shelby Saville

LAS VEGAS – Consumers divide their time among multiple media channels and electronic devices, challenging advertisers to figure out the best ways to reach them. Marketers also want to identify the best combination of attributes that delivers an outcome. “As we’re seeing things evolve, it’s giving us more insight into behaviors taken, what consumers are […]

 

Must Try Harder: Publicis’ Geraldine White Sees Low Marks on Diversity

MARCO ISLAND, FL — As with many afflictions, the first step to a solution is admitting you have a problem. That’s how Geraldine White thinks the advertising industry should tackle the issue of diversity and inclusion. In this video interview with Beet.TV, White, Chief Diversity Officer, Publicis Groupe US, explains where she thinks the industry […]

 

Disney Advertising Teams With EDO on Measuring Ad Outcomes: EDO’s Kevin Krim

Disney Advertising aims to provide marketers with more insights about audience engagement on its video streaming platforms as part of an expanded agreement with measurement company EDO. The companies on Thursday announced a deal to apply EDO’s metrics to Disney’s streaming services, first with Hulu. Measuring outcomes gives advertisers a better idea of how consumers […]

 

IAB’s Cohen Urges ‘Hypocritical’ Apple To Join The Organization

MARCO ISLAND, FL — After taking a swipe at one of the world’s biggest tech companies for hurting advertising, digital advertising’s umbrella body has urged the company to become a member. Following his speech at his Annual Leadership Meeting (ALM), IAB CEO David Cohen told Beet.TV Apple should get “to the table to work with […]

 
More Videos
  • About
  • Team
  • Leadership Events
  • Sponsorships
  • Contact Us
  • Privacy Policy
Copyright © 2023 Beet Media, LLC. All Rights Reserved. Beet.TV is published by Beet Media, LLC.