WPP is making a play to try and solve the problem of people switching to their mobiles or tablets when TV ads play. Its programmatic trading arm, Xaxis, today launched Sync, which will attempt to serve those same TV ads to their mobiles while the TV ad is airing.
WPP's programmatic trading platform is making a play to synchronise ad serving across screens. The idea is that with people increasingly switching screens when ad breaks run on the TV, Xaxis will serve related brand ads to them on their mobiles, tablets and laptops.
“Multi-screen is increasingly how global consumers watch television and it’s become crystal clear to broadcast advertisers that they need to develop a coherent strategy for engaging these viewers,” said Brian Lesser, global CEO of Xaxis. “Xaxis Sync meets consumers where they are, bringing the reach and accuracy of real-time programmatic to second-screen advertising across the most trafficked apps, mobile properties and websites.”
The technology will use Kantar data as well as other sources in a bid to serve the ads to the devices of those that could be watching the shows the ads are airing on.
Locally, Xaxis general manager Esther Carlsen said it was too early to say which publishers and clients might use the technology, with discussions yet to take place with publishers. Discussions with technology partners would likely take place first, she said.
However, she said that Australia was likely to be on of the first marketing in Apac to rollout Sync and that it was one of a number of global products that the firm was working on that would roll out before the end of the year.
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