TV Accelerator, aligning TV and Digital
Provided by Collective
TVA is a ground breaking audience targeting tech that enables the serving of relevant ads based on advertisers TV schedules.
Tell us about the Opportunity / What is it?
TV Accelerator is a ground breaking audience targeting technology that launched in the US in 2011 in response to advertiser demand to measure their multi-screen digital activity alongside their TV campaigns. Using BARB's consumer viewing panel data alongside our proprietary audience targeting tech, TVA enables us to connect TV and digital campaigns to deliver the following: INCREMENTAL REACH, MULTI-SCREEN FREQUENCY and SEQUENTIAL MESSAGING. Audiences can be reached using in-stream video, rich media, display formats and social media.
What is the Marketing Objective?
We are a leading data driven, multiscreen advertising company with a focus on providing digital brand solutions across a number of impactful, engagement-driven formats.
With consumer attention fragmented across different screens and devices, we know how hard it can be to reach the people you need. Working together, we can find your audience. For the first time, marketers can now understand how TV advertising influences how consumers interact with your brand across desktop and mobile screens.
How does it work?
1. Using BARB data, Collective identifies the profile of your specified TV target audience (eg 16-34 ads). 2. A bespoke TV audience is then created. 3. This segment is then matched to an on-line cookie profile by fusing BARB data with Collective's proprietary audience data. 4. Collective find your audience within our cloud (21m unique users). 5. Your advertiser's digital campaign is then delivered to this customised audience segment across our multi-screen platform. 6. Collective report back on your advertiser's KPI's.
Who's used it in the past?
O2, Aviva, Sky, BT, HP, EMI, HTC, Microsoft, RBS, Natwest, Lloyds Bank, Compare the Market, Halifax, Carling, Glenfidich, NBC Universal, 20th Century Fox, History Channel, Fruitella, VW, Colgate Palmolive, Walkers, Unilever, Doritos, Nestle
Features / Benefits
TVA enables us to connect TV and digital campaigns to deliver the following: INCREMENTAL REACH, MULTI-SCREEN FREQUENCY and SEQUENTIAL MESSAGING.