Didnâ€™t snag a ticket to NAB this year? Never fear, the news is here. MediaMind parent company DG, the worldâ€™s leading ad management and distribution platform, just introduced a new technology integration that allows content broadcast on the TV to be synchronized in real time to ads displayed on a second screen, i.e. that little tablet or smartphone you just canâ€™t put down.
â€œWhen you put technology in a room, viewership goes up, not down,â€ says Dean Donaldson, AVP of Innovation Strategy for MediaMind and DG.
That translates into more engaged viewers â€“ and happier brands and advertisers. Imagine watching an ad during your favorite show, and then, for example, getting to access an exclusive deal through your second screen â€“ right then and there. The options for richer media engagement are endless.
A great example ofÂ tapping into the potential of dual-screens, mobile tech and broadband provider O2 looked to MediaMind and DG for the industryâ€™s first-ever fully synchronized dual-screen ad campaign, Thinking of You, running on Channel 4â€™s popular â€œMillion Pound Drop Liveâ€. Viewers of the show can simultaneously play an online version of the quiz using virtual cash to compete against friends on Facebook. O2â€™s mission was to leverage this phenomenon to break out of the leaderboard format box and build excitement around its multi-channel Thinking of You campaign. (SEE THE FULL CASE STUDY HERE ).
The synchronized dance launched at the NAB between ads on TV and mobile devicesÂ is thanks to complementary technologies by DG, MediaMind,Â and Civolutionâ€™s SyncNow. The combined forces allow MediaMind ad servers to detect content â€˜fingerprintsâ€™ in DG broadcast assets, which trigger and map corresponding online content in real time.
The winning result?Â Beautifully synchronized campaigns on a massive scale.