Tag Archives: Multiscreen

Splicky goes Multiscreen

 

logo_splicky-multiscreen

At dmexco, we have changed our claim from “Smooth Mobile Advertising” to “Multiscreen DSP”.

Why? Next to increasing traffic on devices like playstations, xbox and connected TV screens  – we have just recently added capacities to run programmatic campaigns on Digital-Out-of-Home Screens in Austria, Switzerland and Germany.

Splicky is now your Multiscreen DSP.

Some of our selected partners can now choose between Mobile and DOOH campaigns when setting up campaigns.

 

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Get the latest  thoughts about programmatic Mobile in comparison to programmatic DOOH  written by our CEO Sven Ruppert. (summary as follows)

Differences:

  • one-to-one vs one-to-many communication. Mobile is a personal device and already part of the marketing mix. DOOH is one the last mass media channels which is slowly following the shift towards technolgy based buying models.
  • auction based vs private deal or private auction. At the moment DOOH  inventory is usually bought on private deals or PMPs. There are only a handful auction based scenarios. Mobile can be bought in various forms on open markets, PMPs or Automated guaratneed.
  • real-time vs near-time. Programmatic Buying on Mobile is real-time within a time span of  120ms or less from start of the auction to ad delivery on apps or websites. For DOOH not all screens are always on or can be reached instantly for example with an interstitial. Ideally screens can be reached within minutes – which is near time to the consumer.

Similarities:

  • Smartphone always on, alway close, connecting on-/offline.
  • Shared data points for targeting purpose like location, place, weather. Match of audiences.
  • Interactvity and Measurement. When Mobile and DOOH are bought programmatically connected interacivity and analytics go hand in hand.  More interesting data scenarios with beacons or wifi are only small steps away and will open up further possibilities of data based buying.

Read the full article here on IAB Switzerland (german).

MULTISCREEN IS YOURS

tysyncWhat do people do when they watch TV? What do you do, when you watch TV?

PEOPLE USE THEIR SMARTPHONES WHILE WATCHING TV

Well, you might not be surprised that people tend to use their smartphone or tablet while watching TV.  A study of MEC and Goldbach Austria found that, especially in the audience below the age of 30,  more than 75% use their smartphone while watching TV,  47% use a tablet and 32% research online for products which they have seen on TV.

NOT ONLY DIGITAL NATIVES

Ok, it’s not suprising that young people are reached best via mobile touchpoint as we call this audience “Digital Natives”.  BUT also audiences aged 30-65 show at least 50% actitvity on smartphones while watching TV following the results of the study.

ITS NOT ABOUT 1st or 2nd SCREEN – ITS ABOUT MULTISCREEN

As you may know SPLICKY offers a targeting which helps to extend and support the awareness of the TV advertisements. The mobile campaign is triggered at the moment the TV spot is broadcasted.

HOW DOES IT WORK

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  • Once a TV commercial is on air, the TV signal is analysed by our data partner spotwatch.io and the information is passed to our DSP. The ads go live immediately (within seconds) and can be set for a time span of 5-30min.
  • All main TV channels can be selected as a filter (DACH REGION).
  • Preferred ad formats for a TV-Targeting campaign are display ads (320×50, 300×250, 320×480), rich media interstitials and videos.
  • The TV-Targeting technology can be combined with all regular targeting options of the system and all ad formats.

When selecting your TV Spot, check if it‘s the right on with a Preview Video and Story-Board.

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COMBINE MOBILE TARGETING AND TV SPOTS

  • TV Spot and Channel
  • Time (OnAirTime of Mobile Campaign)
  • Day Time
  • City, Zip code, Country, State
  • Selection of IAB categories or Black-/Whitelist of Apps & Sites
  • Browser-language
  • Device
  • Manufacturer
  • Operating System
  • Tablet / Smartphone
  • Audience Targeting with data providers
  • Wifi / Carrier
  • Re-Targeting

We have supported campaigns for car manufacturers, breweries and also games publishers so far.

When will you extend your TV ads onto mobile?

If you have any question, please don’t hesitate to get in touch.

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