Civolution, a provider of technology and solutions for identifying, managing and monetising content, and Brand Networks, a provider of data-driven social marketing solutions, today announced a partnership allowing brands and agencies to buy Twitter ads in complete synchronisation with TV commercials. Brand Networks and Civolution worked together with Resolution Media, Omnicom Media Group’s global search and social performance agency, on the upcoming launch of a summer blockbuster movie for one of Resolution Media’s marquee clients. The campaign displayed a 250 per cent lift in Click-through Rate (CTR) for the Twitter ads that were synchronized to the airing of the movie’s television spots.
Civolution’s ad-triggering service, SyncNow, which monitors hundreds of cable and broadcast channels nationally and internationally to identify TV ads in real time, was integrated with Brand Networks’ Open Signals technology to automatically buy ads on Twitter within seconds of when an ad spot for the summer blockbuster—or a competing blockbuster—aired on TV. Resolution Media’s new Current@Resolution platform, which features real-time social media planning and buying services through Omnicom Media Group’s OMD and PHD networks, was used to deliver their marquee client’s ad content over the Civolution-augmented Open Signals’ technology.
The pilot programme found that Twitter ads that were synced in real time to TV ads for the summer action movie showed a 250 per cent lift in CTR and 32 per cent lower cost compared to the control group. Further, Twitter ads synced in real time to TV ads of competing movies showed a 204 per cent lift in CTR and 22 per cent lower cost compared to the control group. Resolution Media was the first agency to partner with Civolution and Brand Networks previously to run the first TV synchronised campaigns on Facebook for promotion of a major motion picture.
“We continue to find that real-time social advertising is critical to the success of today’s digital advertising campaigns, and this pilot with Civolution and Brand Networks was further evidence of its power,” said Gerry Bavaro, Chief Strategy Officer, Resolution Media. “The summer movie season is the most important time of the year for many of our entertainment-industry clients, and providing this type of edge could truly impact an opening weekend for them.”
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