Dive Brief:
- WPP programmatic platform Xaxis has developed a new product, Sync, to help solve advertisers' problem of losing viewers' attention to mobile devices during commercial breaks.
- Sync uses TV viewing behavioral data from Kantar Media, geographic data, and other signals to deliver mobile ads to viewers from the same brands running commercials at that time.
- Ads from Sync will run on its own ad network, as well as Facebook's FBX and other exchanges.
Dive Insight:
Even though TV commercials are losing some of their viewer attention to other platforms, it's still one of the most used mediums for advertisements. Those advertisers would be smart to integrate a mobile strategy into their ad campaigns and Sync could turn out to be an ideal platform for multiscreen campaigns. As of right now, Sync is only making educated guesses on whether mobile users are watching certain TV shows, but as the product develops it could become more accurate and therefore valuable.
