Civolution’s Teletrax will offer TV-synced contextual multiscreen advertising during Super Bowl XLIX, starting 1 February. Teletrax’s live event triggers solution allows advertisers to programmatically place digital and contextually relevant advertisements simultaneously when there is a touchdown, field goal, turnover, unsportsmanlike conduct or any other marquee action during the game.
Speaking to TVBEurope, Alex Terpstra (pictured), CEO, Civolution, said: “Global events such as the Super Bowl attract viewers both for the games and the adverts, providing an ideal platform for advertisers looking to distribute brand messages to really large audiences.
“By bridging the gap between TV and online, allowing advertisers and agencies to push their creative in sync with key in-game action, such as a touchdown, Civolution’s Teletrax enables greater brand impact and recollection.”
The solution enables advertisers to ‘own’ crucial moments during Super Bowl XLIX. Ads will appear in real time across social media platforms, mobile apps and websites.
The solution comes as an extension to Teletrax’s TV-Synced Ads product, which enables real-time TV-synced cross-screen advertising. Civolution’s Teletrax is used by advertisers across Europe to improve the advertiser’s message, improve brand exposure, and ultimately increase ROI on advertising spend.
Teletrax automatically identifies key moments in real-time during live events. Upon detection, the system sends signals to the agency’s programmatic bidding platforms, enabling them to bid for inventory on social, mobile and online. Within seconds of the event, a digital ad appears on the target audience’s smartphone, tablet, or laptop.