Live contextual ad placement for Super Bowl 2015
Civolution’s Teletrax will display TV-synced contextual multi-screen advertising during the Super Bowl on 1 February. Advertisers will be able to programmatically place digital and contextually relevant advertisements simultaneously when there is a touchdown, field goal, turnover, unsportsmanlike conduct or other key action during the game.
This approach enables advertisers to ‘own’ crucial moments during the Super Bowl, thereby engaging the audience in a unique way. Ads will appear in realtime across the most visited social media sites, mobile apps and websites. The creative message can be optimised according to what’s happing on the screen.
The live event triggers solution comes as an extension to Teletrax’ TV-Synced Ads product which enables realtime TV-synced cross-screen advertising. This is used today by many advertisers across North America and Europe to improve the advertiser’s message, improve brand exposure, and ultimately increase ROI on advertising spends.
Teletrax automatically identifies key moments in realtime during live events. Upon detection, the system sends signals to the agency’s programmatic bidding platforms, enabling them to bid for inventory on social, mobile and online. Within seconds of the event, a digital ad appears on the target audience’s smartphone, tablet, or laptop. There is no need for a special app or consumer intervention as everything triggers server-side and scales infinitely; the only limit is the advertiser’s own ambitions.