New Partnership Gives Marketers Opportunity to Seamlessly Deliver Moment Marketing Messages Across Channels

San Mateo, California – Drawbridge, the leading anonymized cross-device identity company, and TVTY, provider of the SaaS Moment Marketing Platform for advertisers to sync offline moments with digital campaigns, have partnered to enable marketers to sync their digital reach across smartphones, tablets, and personal computers with TV programming in real-time through the Drawbridge Cross-Device Platform. The integration enables brands to implement moment marketing campaigns – instantly syncing digital campaigns with offline events such as TV ads, shows, sports, and weather events. Brands are now able to achieve seamless cross-channel reach while driving deeper efficiencies as part of their overall marketing strategy.
“Even in our seemingly mobile-first, cross-device world, TV still captures a significant share of consumer screen-time – over a third of all minutes according to Millward Brown – but up to this point, marketing on TV has largely been independent from digital channels,” said Drawbridge VP of Product Management and Partnerships, Rahul Bafna. “Seamlessly reaching consumers with digital messages in sync with TV programming can deliver a more powerful brand experience for consumers, especially considering the proliferation of second-screening behavior. We’re very excited for the new moment marketing capabilities that this partnership with TVTY enables for our clients.”
Speaking on how Drawbridge personalizes to make cross-channel marketing more effective, Rahul added, “Every ad we serve across devices is personalized to some extent, because we have our Connected Consumer Graph (TM) data that’s used to optimize each impression in order to drive successful campaigns for our clients. So, our technology does make predictions and serve ads that we think will be most successful.”
How It Works
TVTY’s proprietary technology accurately monitors and reacts to more offline triggers than any other platform on the market – including TV ads, weather, sports, financial, health and pollution. Drawbridge is automatically alerted via an API integration when a specified event is detected by TVTY’s unrivalled TV monitoring technology. The appropriate digital campaign is then programmatically activated across devices through the Drawbridge Cross-Device Platform.
The technology allows brands to react to aired ads immediately, rather than an approximation based on a media plan model. This is essential as peak consumer interest occurs within 10 seconds of the ad being shown, so brands need to serve digital ads instantly to capture this interest. TVTY currently monitors every TV ad, in real-time, using a combination of automated video recognition and human analysis. This is more accurate and faster than audio recognition which loses the subtlety of an on-screen cue and requires more information to recognize an ad.
“Moment-marketing is becoming increasingly critical, as brands want to connect with people at the key moments when they reach for their smartphone or tablet to check the web or interact on social media,” said Eliott Reilhac, CEO at TVTY. “Drawbridge has built a powerful platform, and we’re excited to offer their clients advanced cross-channel moment marketing capabilities.”
About how Drawbridge plans to address a marketer’s challenge of attribution and proving ROI when opting for this upgrade, Rahul asserted, “Targeting and attribution are two sides of the same coin, and we have tools for both cross-device reach and measurement. With TV-syncing now being part of the mix, it’s even more critical to measure ROI to understand the success of campaigns. It’s possible, and we’ve seen this with clients, to measure digital conversion lift based on TV reach – effectively turning TV into a measurable performance channel. It all comes back to having an accurate, holistic view of the consumer across all devices, which lets us understand how reach on one device or channel, impacts performance on another.”
Considering Drawbridge has the largest cross-device consumer graph outside of Facebook and Google, this integration related to TV programming is bound to be the feature to watch out for marketers in 2016.