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TUI chooses TVGuide.co.uk for cross device synced ads

TVGuide.co.uk

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February 15, 2017 | 3 min read

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The top 20 TV shows in January were all broadcast on linear TV. Shows like Coronation Street, The Voice and Big Brother gathered millions of viewers, but these viewers did not all remain tuned in during ad breaks.

TVGuide.co.uk

TUI chooses TVGuide.co.uk for cross device synced ads

Studies from Nielsen and other organisations point to a decline in viewers watching the TV during ad breaks. Our research at TVGuide.co.uk shows that 60% of viewers are distracted when TV adverts are on. Instead, many consumers are second screening.

How do we recapture the attention of this audience? One way is to sync TV adverts with the second screen, so when a consumer is sitting in front of the TV and looking at their phones they see an advert that is in sync with the TV advert. It’s a bit like magic.

We have been experimenting with TV ad syncing for a number of years and have recently launched Instant Ad Sync, an ad that syncs both mobile and TV.

Here are 4 things that happened when we ran a second screen campaign for TUI on TVGuide.co.uk with the newly launched Instant Ad Sync.

1) Improved performance

According to Neilsen, cross-device campaigns provide a 69% uplift in brand recall and 72% uplift in purchase intent. Our mid-campaign research for TUI shows an 84% uplift in recall.

2) Improved clicks

A second screen advert provides an immediate and simple call to action into TV campaigns. The TUI campaign has seen CTR rates that are 10x greater than non-sync campaigns on our platform.

3) Improved engagement

Running the campaign using our own native ad server allows us to deliver high impact but non-intrusive ads that bypass ad blockers. This means we can reach viewers who would normally be missed out by traditional digital campaigns. Results so far have shown a 520% uplift in engagement.

4) Improved knowledge

Using the results of the campaign and a proprietary collaborative filtering algorithm, we have further insight into alternative ad slots that could deliver even better results.

Instant Ad Sync from TVGuide.co.uk is currently available on more than 5 million devices and can be synced with TV shows, adverts and subtitles. Instant Ad Sync will also be available on 3rd Party applications in Q2.

Chetan Damani, Director, TV Guide.co.uk

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