TV Sync technology: A game changer in programmatic advertising

In the dynamic digital era, the convergence of television and digital platforms has provided advertisers with an opportunity to make their advertisements more effective. Gandharv Sachdeva, Country Head for India at Hybrid shares insights on the growth and adoption of TV Sync Technology, and how hybrid is at the forefront with this technology, delivering the solution to brands, agencies, and positioning itself as a key player in bridging the gap between traditional and digital advertising.

The Growth and Effectiveness of TV Sync Technology

Research has shown that TV Sync technology is highly effective in improving the efficiency of TV advertising spend. A striking 58% increase in effectiveness was witnessed with the use of TV Sync as a result of many viewers who frequently engage on their mobile devices during commercial breaks. This co-managed relationship between TV and digital campaigns may immensely impact advertisers by driving engagement and enhancing brand recall.

Nielsen research also confirms how effective cross-platform campaigns are whereby ads running across both TV and digital platforms reached 58% of audiences aged 18 to 34. Remarkably, among such demographics, solely the digital components were able to reach out to approximately 12%, thus demonstrating the importance of blending traditional television advertising with digital strategies.

Hybrid TV Sync: Synchronizing Digital and TV Advertising in Real-Time

Hybrid TV Sync represents the Zenith of this integration, taking advantage of artificial intelligence to analyze TV broadcasts and synchronize digital ad campaigns with TV commercial content in real-time. In this process, IPTV signals from TV channels are watched for both audio and video formats by commercials that appear on them during airing. After detection of the video, the system sends a push signal to Hybrid DSP. Digital ad campaigns over 5 minutes at predetermined channels are automatically activated. This precision ensures that the simultaneous display of digital ads related to TV content maximizes viewers’ attention.

Advantages of Hybrid TV Sync

Hybrid TV Sync has many advantages. First, it ensures more relevant and timely ads thereby increasing brand awareness and engagement considerably. Besides, it can track in real-time how effective a TV advertisement is on each channel and time slot making advertising budgets be used more wisely. For instance, BLS (Brand Lift Survey) carried out through TV Synchronization has demonstrated tangible results regarding raised brand recognition which gives some assurance about the approach’s efficiency.

Hybrid TV Sync also enables advertisers to extend their reach beyond traditional media channels by placing ads in-app and on mobile web platforms, thus extending beyond conventional media. This not only elevates the visibility of the advertisements but also taps into a wider audience, including those who may not be regular TV viewers but are active on digital platforms.

Conclusion

TV Sync technology, driven by the advancements in programmatic advertising, stands at the forefront of the advertising revolution, bridging the gap between traditional TV advertising and digital platforms. Hybrid TV Sync emerges as a key player, seamlessly merging the strengths of traditional television and digital channels through the power of programmatic advertising. In an era where the digital landscape is constantly shifting, the strategic adoption of Hybrid TV Sync represents a pivotal move for brands aiming to distinguish themselves and achieve a resonant impact across the vast expanse of media platforms.

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of exchange4media.com.