Civolution, a provider of technology and solutions for identifying, managing and monetising content, has announced that its real-time TV-Synced Ads platform has been extended to offer category targeting across all top product categories, including automotive, pharmaceutical, entertainment, quick-service restaurant (QSR), fast-moving consumer goods (FMCG) and consumer packaged goods (CPG), and more.
Civolution’s TV-Synced Ads platform identifies TV commercials in real time and enables advertisers to deliver coordinated ads on viewers’ mobile devices simultaneously with commercials running on their televisions. With the addition of category targeting to the Civolution platform, advertisers can now digitally “conquest” competing products in the same category, or purchase TV-synced digital ad units for products complementary to those in the commercial being shown on TV. For example, an ad buy for Beats headphones could be automatically triggered on digital platforms by the airing of televised spots for Apple or Android phones.
Alex Terpstra, CEO, Civolution, commented: “At a time when advertising budgets are shifting from television to the internet, TV-synced advertising offers a solution that bridges the two mediums while providing scale, interactivity and measurement. This allows television and digital formats to leverage each other’s natural strengths, and enables digital publishers and broadcast operators to work hand in hand to deliver the right message to the right audience at the right time on all screens.”