IPG Mediabrands brings mTraction to Indonesia

IPG Mediabrands, the global media arm of Interpublic Group has launched mTraction TV Sync, a collaboration between Affle and the newly launched full-service mobile marketing and technology agency IPG Mediabrands Ansible in Indonesia.

With this launch, mTraction, the Mobile Audience Intelligence and Analytics platform, has touched a new milestone in cross screen marketing. mTraction TV Sync is used to track real-time TV commercials and sync digital advertising plans to it, helping brands to deliver impactful cross-screen communication plans over a unified platform. IPG Mediabrands & Affle will be expanding this proposition and partnership across the APAC region.

Pradeep Harikrishnan, technical advisor, IPG Mediabrands Indonesia said: “TV is still the dominant screen to reach the average Asian household but the ROI for brands are gradually diminishing on TV. With almost two times average time spent by the audience on mobiles and tablets, it is important for our CPG brands to efficiently target their consumers at the right touch-points. We see mTraction TV Sync as a perfect bridge that leverages TV data and allows us to precisely target consumers across the digital media spectrum.”

Travis Johnson, global President, IPG Mediabrands Ansible said, “Innovations like TV Sync will be key for growth markets, where users are transitioning from traditional to digital media consumption and the infrastructure is still gearing up for unified cross-screen measurement. With mTraction TV Sync, advertisers will get to supplement & complement their TV campaigns, getting the best of both - reach & engagement.”

As well as mapping real-time TV content, mTraction TV Sync uses data from various channel APIs such as sports, weather, stocks to align consumer moments that score not just visibility but a higher conversion probability for brands. The platform currently maps the top 10 channels in Indonesia with expansion plans to include more channels and markets.

Anuj Khanna Sohum, founder, CEO & chairman of Affle said: “Affle is excited about the regional potential of our partnership with Ansible on mTraction TVSync. We have built Smart TV and OTT Box/ Pay TV apps and analytics based innovations and integrated marketing campaigns for our customers. Owing to the rise of audiences on scattered mobile smart screens, it is essential for brands to be omnipresent, to connect with audiences across screens. As a solution, we are happy to bring forth mTraction TVSync to Indonesia where TV is the primary medium for advertising. It allows advertisers to engage better with their audiences across screens and to enhance the ROI on TV advertising.”