FORT LAUDERDALE — NFL’s annual Super Bowl may be renowned for generating vast sums in advertising revenue on TV. But that requires a big budget – what if the TV broadcast could trigger a downstream bump in advertising buzz online?
That’s the technology which data and watermarking vendor Civolution is deploying for Sunday’s game between Seattle Seahawks and New England Patriots.
“When there’s a touchdown or field goal or an important moment in the game, with our systems, we can identify that and help advertisers create contextually-relevant realtime messages on digital,” product manager Stefan Maris tells Beet.TV in this video interview.
“When there’s a touchdown for the Seahawks, there can be a nice banner ad, totally customized for the situation. In this way, brands can really ‘own’ a moment in digital.”
Keep an eye out – ads will be delivered to social media sites, mobile apps and websites via relations with DSPs, tradedesks and social advertising platforms that Civolution’s Teletrax TV-Synced Ads enjoys.
Maris was interviewed at Beet.TV’s annual executive retreat.