Civolution's Teletrax said that it will offer TV-synced contextual multiscreen advertising during Super Bowl XLIX, scheduled for 1 February 2015.
Teletrax's live event triggers solution allows advertisers to programmatically place digital and contextually relevant advertisements simultaneously when there is a touchdown, field goal, turnover, unsportsmanlike conduct or any other marquee action during the game.
Teletrax automatically identifies key moments in real-time 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.
The solution thus enables advertisers to 'own' crucial moments during Super Bowl XLIX.
The live event triggers solution comes as an extension to Teletrax's TV-Synced Ads product, which enables real-time TV-synced cross-screen advertising.
"[The] Super Bowl is the most-watched TV programme in the US," said Alex Terpstra, CEO at Civolution. "With more than 110 million viewers, it provides advertisers with a unique opportunity for cross-screen marketing. The placement of contextual digital ads will increase engagement and amplify the overall brand message."