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Tackling the multi-screen world with programmatic display

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A recent study from TNS (Connected Life 2014) showed that up to 72% of Hong Kong adults reported using a "second screen" whilst watching TV. This was significantly higher than the global average of 48%.In a recent multi-screen campaign from DBS, the company and its media agency MEC Hong Kong and Xaxis leveraged TV buy and programmatic display to enable a multi-screen strategy to capture audiences during commercial breaks.By leveraging the latest TV sync technology offered by Demand Side Platforms (DSPs), DBS was able to reinforce their RMB investment product offer on both of the screens their audiences were viewing – a TV, plus a tablet or mobile phone.For DBS, either their online ad was seen in conjunction with their RMB TV ad whilst the user was second screening or the audience was found when they were not viewing the TV ad, therefore the brand message was either reinforced or retrieved.TV syncing allowed DBS to sync adverts that ran on TV with their online spend, meaning the overall media spend had greater impact and reached across a more relevant audience.StrategiesConsumers are multitasking while they watch TV, so DBS need to identity a way so that their ads are also "multi-tasking" as well, allowing them to stay connect with their audience even if they are using multi-screens during the TV commercials.Given the cost and reach challenge to tackle the multi-screen phenomenon, the campaign leveraged the latest technology offered by DSPs, TV Sync, as a solution to capture our target audience regardless of their screen preference.Through the use of TV sync with DSP, DBS was able to extend brand experience beyond television to reach consumers and re-engage lost TV viewers in real-time.To do this, advanced algorithms of DSP analyze the audio wave form of the TV spot and then assign a unique identifier to each one.This way, the TV commercial is recognized in real-time upon airing. With this customized 3rd party technology provided by DSP to recognize a spot on TV real time and send out a “start” trigger to our second screen campaign on mobile and tablet devices within 2-3 seconds after airing.Per campaign sync, the campaign planned high display volume in a timeframe of 5 minutes to gain high impact and drive recognition and awareness of DBS RMB offering.Digital executionBy using TV Sync by DSP, it was possible to target distracted TV viewers and re-engaged them in real time. The bank's DSP partner delivered second screen inventory, accurate in sync with the DBS TV spots.TV Sync recognized a TV spot in real time and instantly triggered second screen online ad delivery. Serving mobile and tablet display ads in conjunction with live TV commercials to enhance brand impact.When DBS RMB TVC was shown, the technology informed the DSP so it could start bidding on inventory online. For example, DBS wanted to "own" online space five minutes after their RMB ad was shown on a highly viewed TV program that runs from 9pm. The slot was bought at 9pm, their ad is shown online between 9pm – 9.05pm.ResultsWith a limited budget of HK$15,000, TV Sync helped the company to reach 280,137 unique visitors at cost per reach of HK$0.05 (US$0.006); Achieving a CTR of 0.16%, which was a 23% lift in CTR compared with the baseline campaign performance; while CTR for specific audience segments reached as high as 0.58%.Because of this noticeable success, DBS has been leveraging TV Sync whenever they run TV commercials to further ensure that they are reaching their audience irrespective of their screen preference.Antony Yiu is head of search and performance at MEC Asia Pacific.

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