The company says that in a multi-device world, advertisers are facing increasing difficulty capturing the attention of their target audiences. Contributing to the problem are distractions present during commercial pods because consumer attention can shift to other digital devices. It adds that advertisers that want to capture a viewer’s full attention need the ability to determine what households are watching their marketing messages and what other digital devices they use while multitasking. Moreover, TVadSync believes that the challenge in this situation is the digital media activation delivered to consumers in that household before commercial breaks end and users’ attention is lost as programming resumes.

Using automatic content recognition (ACR) technology built into TVs, TVadSync processes information anonymously correlated to digital devices and behaviours of TV viewers. TVadSync determines when a brand’s TV spot airs, and decides if it should respond immediately with a related ad in any format to the user’s digital device.

TVadSync is powered by enterprise-class digital advertising, software provider Centro whose Basis programmatic ad platform provides a responsive API that enables TVadSync to find digital media audiences and synchronise the digital device ads served to the user in relation to TV commercials they have just seen. This says TVadSync creates greater surround sound for TV marketers by extending their share of voice to mobile and desktop as TV spots are airing. TVadSync is a pioneer in activating TV re-targeting in real-time, with scale and precision.

“As TV audiences adopt new multiscreen behaviours at home, it’s crucial for scaled marketers and media operators to align digital and TV advertising to lift the return-on-ad-spend on their campaign buys,” said TVadSync CEO Ronan Higgins. “Together with Centro, we can power and accelerate the TV and digital convergence by connecting the conversion power of programmatic advertising to high impact, emotive TV advertising.”