Facebook executives often state that one of their primary goals when it comes to advertising is to serve its users ads that are relevant to their interests. Optimal, a software-as-a-service platform for real-time ad buying and optimization and analytics for Facebook and other social networks, which was acquired by Brand Networks last week, and Civolution, a provider of technology and solutions for identifying, managing, and monetizing content, are taking the social network’s goal one step further, integrating their technologies to serve Facebook ads that are synced to TV commercials being watched by users of the social network.
The two companies announced Wednesday that they integrated Optimal’s Open Signals and real-time-bidding platform with Civolution’s SyncNow ad-triggering service, which monitors hundreds of cable and broadcast channels worldwide and identifies ads they are airing in real-time, and the integration enables brands and agencies to automatically buy Facebook Exchange ads within two seconds of the corresponding spots airing on TV.
Optimal and Civolution added that they tested the integration on a campaign for a client’s upcoming entertainment launch, seeing consumer click-through rates more than 60 percent higher than non-synchronized ads, including a CTR jump of more than 35 percent for ads that ran in Facebook’s News Feed when compared with the rest of the control group.
Optimal Founder and CEO Rob Leathern said in a release announcing the integration:
We were blown away by seeing a 60 percent lift for the Facebook News Feed ads that were synchronized to our advertiser’s TV ads, compared to a control group running the same day. With tens of millions of Facebook users logging onto the platform during primetime hours, there is a tremendous opportunity to break through clutter and amplify TV commercials with a timely and direct advertisement on Facebook.
Civolution CEO Alex Terpstra added:
The connection of our ad-triggering service with Optimal’s real-time bidding on Facebook proved to be a significantly powerful combination. Brands can receive higher engagement from their digital spend by syncing those ad units to the TV spots, while in turn increasing the return on investment from their TV spend by making broadcast spots actionable on digital.
Facebook itself has become more closely intertwined with the television industry in recent weeks. The social network announced in late September that it would begin sending weekly reports to the “Big Four” television networks — ABC, CBS, Fox, and NBC — and a “small number of select partners,” detailing the number of actions (likes, comments, and shares) generated by specific episodes, as well as how many Facebook users were responsible for those actions. Earlier this month, that initiative was expanded to 10 networks in eight overseas countries.
Readers: Would ads be more likely to capture your attention if you were seeing them on your computer or mobile device and your television simultaneously?
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