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

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 […]

 

How To Harness The Evolution Of Clean Rooms: Habu’s Stratton

LAS VEGAS — Not everyone would describe software for privacy-compliant data integration and enablement as “exciting”. But that is exactly what a growing number of people in media and advertising are saying about the emerging category of “clean rooms”. In this video interview with Beet.TV, a vendor of one such solution says the tech has […]

 

Protocol Alignment Can Solve CTV Scale & Transparency: Index Exchange’s Casale

Every new channel experiences growing pains – and connected TV has been growing fast. According to Andrew Casale, President & CEO of Index Exchange, the explosive growth of CTV and programmatic has brought with it some problems that need to be addressed. “Like any channel that has grown tremendously, as the growth starts to recede […]

 

Clean Room Tech Powering TelevisaUnivision’s First ‘Hispanic Graph’ Agency Integration

LAS VEGAS — If advertisers are better able to target Hispanic audiences, new “clean room” software could have something to do with it. TelevisaUnivision launched a Hispanic household identity graph at its 2022 upfronts pitch. In this video interview with Beet.TV, Brian Lin, SVP, Product Management & Advanced Advertising, TelevisaUnivision, says the new category of […]

 

2023 Will Bring More Tests of Media Measurement: Camelot’s Sam Bloom

LAS VEGAS – Marketers this year will be to evaluate which different providers of media measurement provide the best insights into the television viewing behaviors of consumers they want to reach. That includes Nielsen’s tools for cross-platform measurement of linear television and streaming. “There’s some very exciting things going on. You’ve got Nielsen One rolling […]

 

Deals with MiQ, TCL Are Key Milestones in Platform Development: Samba TV’s Ashwin Navin

Media measurement is rapidly evolving to help marketers get a better idea of how they’re reaching television viewers across multiple platforms. Those media outlets including traditional linear television and newer streaming services that exploded in popularity during the pandemic. “All the disruption that’s happened in media consumption over the last decade — and only accelerated […]

 

Albertsons’ New Media Network Does Data Integration In The ‘Co-Op Garden’

LAS VEGAS — One of the new crop of retail media networks is gung-ho for a new software category it thinks can allow it to prove the worth of CPG brands’ ad spend. Grocery chain Albertsons Companies, which launched Albertsons Media Collective in 2021, is using “clean room” technology, which allows partners to collaborate using […]

 

‘Sky’s The Limit’ For Clean Room Use Cases: Roku’s Ben Youssef

LAS VEGAS — Roku hopes to unveil a series of clean room integrations with its partners by the end of this Q1 2023. Clean room technology allows media buyers and sellers to match their consumer data without directly sharing it with each other. In this video interview with Beet.TV, Youssef Ben-Youssef, Head of Ad Platform, […]

 

First-Party Data Help to Sharpen Ad Campaigns: L’Oreal’s Shenan Reed

LAS VEGAS – Personal information that people provide directly to companies has become more valuable as consumers grow more aware about protecting their privacy. Beauty giant L’Oréal has a trove of such first-party data that provide an important resource in making its spending on advertising more effective. “This year especially I’m really looking to spend […]

 

Not All Clean Rooms Are Equal: Choreograph’s Olivieri

LAS VEGAS — “Clean room” software is emerging to help companies re-establish the ability to benefit from data integration in a privacy-first world. But the tech’s use cases are more diverse than many may think. That is according to Krystal Olivieri, Global Chief Innovation Officer, GroupM & Choreograph, who has been a keen clean room […]

 

Warner Bros. Discovery Plans To Use Alt. TV Currencies In 2023 Upfronts

Less than a year after its formation, Warner Bros. Discovery plans to trade TV ads in the upcoming sales season using non-traditional currency systems. “Alternative” currencies have been a hot topic over the last year as Nielsen faced measurement challenges and as broadcasters and ad buyers heeded the growth in multi-platform viewing. In this video […]

 

Best Buy Runs Faster To The Clean Room: Mark Heitke

LAS VEGAS — Can electronics retailer Best Buy help tech firms like Samsung and Google prove the worth of their partnerships? Mark Heitke thinks new “clean room” software could help answer that question. In this video interview with Beet.TV, Heitke, Director, Ad Products & Audience Strategy, Best Buy Ads, explains how the tech allows Best […]

 

Addressable TV Ad Spending Is Poised to Grow in 2023: DISH Media’s Kemal Bokhari

LAS VEGAS – The ability to show different advertising to different households during the same shows on national television this year will become more available to brands. Measurement and attribution are necessary parts of this growth. “A lot more measurement companies are coming out asking for data, exposure data to be shared so that they […]

 

Streaming, Retail Media Are Major Drivers of Ad Growth: Magnite’s Sean Buckley

As brands seek to reach consumers are spending less time with linear television, they are finding new opportunities in streaming video channels that carry advertising and e-commerce sites that are showing ads in search results and product description pages. “Streaming has been a central topic not only within our industry but really in the mainstream […]

 

Customizable Ad Currencies Will Be Hallmarks of TV’s Future: Hershey’s Vinny Rinaldi

LAS VEGAS – Determining the value of an advertising impression on television has become more complex as consumers divide their time among a wider range of viewing devices. This diversification is leading media buyers and sellers to adopt more measurement methods in their negotiations. “There will no longer be a single currency in our marketplace. […]

 

Media Measurement Needs to Diversify Beyond Ad Currencies: Innovid’s Jessica Hogue

LAS VEGAS – Setting the value of advertising transactions in what’s mostly known as a currency has been a key topic as marketers aim to compare different media outlets such as traditional linear television with on-demand video streams. But measurement has many other roles in helping media buyers and sellers to understand the marketplace. “There’s […]

 

Clean Rooms Are Even Powering Internal Data Collaboration: Annalect’s Gitlin

LAS VEGAS — They may be commonly used to allow different companies to collaborate on audience data sets without sharing them – but “clean rooms” could even find use within a single company. Clean room technology allows media buyers and sellers to match their consumer data without directly sharing it with each other. With privacy […]

 

Disney’s McGraw Sees Maturing Adoption For Ad Clean Rooms

LAS VEGAS — When you have a footprint the size of Disney’s, data collaboration is a necessity. But the new privacy environment makes sharing audience data understandably limited. In this video interview with Beet.TV, Dana McGraw, SVP, Audience Modelling & Data Science, The Walt Disney Company, explains how new “clean room” software is moving the […]

 

Business Outcomes Underlie Accurate Media Measurement: Dentsu’s Cara Lewis

LAS VEGAS – Marketers what to know not only that target audiences saw their advertisements, but also that their campaigns led to an action such as a store visit, app download or final purchase. Obtaining those metrics has become complicated as the media environment becomes more fragmented into different silos or “walled gardens.” “We still […]

 
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.