is now part of

According to a 2012 IDC study about 8% of the online display market was purchased through real-time bidding. That’s roughly half compared to the 15% in the US. But: Germany generally lags about 1-2 years behind on the implementation and usage of new technologies.

By today, all major US players are present with their own offices in the German market. They join many German start-ups such as Metrigo, Revcloud or Yieldlab, who have quickly developed local state-of-the-art RTB platforms. In addition, the topics RTA & RTB now make up for large parts of the leading online conferences such as DMEXCO, Online Marketing Rockstars or d3con.

Our white paper gives an overview of how Real Time Advertising works and which strategies advertisers should use. It also includes a list of all relevant German DSP, SSP and DMP players including contact persons for each company.

Download White Paper: Real Time Advertising in Germany

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Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


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Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


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Your contact in the UK: (other countries)
Melanie Eckl


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Your contact in France: (other countries)
Melanie Eckl


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Your contact in Italy: (other countries)
Melanie Eckl


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Your contact in Turkey: (other countries)
Melanie Eckl


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In an ideal world, a TV advertiser would try to reach every person in the target demographic three to five times with a certain message, resulting in the highest brand recognition and positive response. Unfortunately, advertisers can not target each individual TV viewer to reach a specified frequency. Usually TV advertisers therefore calculate an average frequency, or the average opportunity each member of the target demographic had to receive the message.

TV usage patterns are converging with online as more and more people are using their mobile or tablet devices as a “Second Screen” in parallel to watching TV. This takes the viewer’s eyeballs away from TV advertising, resulting in a negative impact on TV ad awareness. However, our research has shown that advertisers should actively embrace the “Second Screen” to not only regain ad awareness but also positively influence brand and image KPIs. “Second Screen” usage creates new opportunities to “merge” the two separate channels into one, and thereby utilizing the “best of both worlds”: TV advertising has an immense reach and impact, online advertising can reach those individual viewers to increase the frequency of exposure to the advertising message.

Now imagine a world where a viewer sees a commercial for the new “2014 luxury SUV” once on TV. In the following two weeks the user will see the same commercial once while watching a funny clip on YouTube, once while watching news on CNN.com and once while watching a late night show online. Now that’s four individual contacts across all channels. We call it: TV Retargeting.

Our technology recognizes when a TV commercial is aired on a certain channel in real-time and flags second screen users who are watching that channel. This allows us to retarget the viewer with the same advertising message across all available online channels at a later stage.

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Your contact for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


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[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


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[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


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[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


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[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


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Your contact in Turkey: (other countries)
Melanie Eckl


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According to a recent Nielsen study, about half of the viewers use their Second Screen device parallel to watching TV. The immediate effect for TV advertisers is less eyeballs on their TV ads.

So how can the TV advertiser take advantage of the Second Screen? The answer seems quite obvious: Recapturing viewers’ attention with a multi-screen advertising strategy, e.g. synchronized TV & online advertising. Together with the market research firm TNS Infratest we looked at the effects synchronized Second Screen advertising has on brand and image KPIs.

The result:

A double-digit uplift on most brand and image KPIs.

Images
Impact of synched ads on brand KPIs
Impact of synched ads on image KPIs
Feel free to use the images as long as you link back to the original source (this website). The images are licensed under CC BY-NC-SA 3.0.

 

Download

Some of the companies which have used LiveSync, our Second Screen advertising product:

Nissan
Vodafone
Turkish Airlines

[CBC country=”de,at,ch” show=”y”]
Your contact cialismax details for Germany, Austria & Switzerland: (other countries)
Melanie Eckl


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[CBC country=”us,ca” show=”y”]
Your contact for the US & Canada: (other countries)
victor-castello
Victor Castello


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[CBC country=”uk,gb” show=”y”]
Your contact in the UK: (other countries)
Melanie Eckl


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[CBC country=”fr” show=”y”]
Your contact in France: (other countries)
Melanie Eckl


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[CBC country=”it” show=”y”]
Your contact in Italy: (other countries)
Melanie Eckl


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[CBC country=”tr” show=”y”]
Your contact in Turkey: (other countries)
Melanie Eckl


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More information:
The product: LiveSync – synchronizing TV and online advertising

Multi-screen advertising case study: Nissan sees 39% brand awareness uplift

amnet-wywy

TVSync®: How to tell a connected brand story across screens