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TV-Synchronisation


ECHTZEIT-TV- 
SYNCHRONISATION


ECHTZEIT-TV-
SYNCHRONISATION

Kampagnenausspielung parallel
in TV und Online.

United Internet Media ermöglicht Synchronisation von Online- und TV-Werbung in Echtzeit

Das Paradigma ‚Der Big Screen ist der First Screen’ gilt nicht mehr. Wie Studien zeigen, teilt sich die Aufmerksamkeit nahezu gleichmäßig zwischen TV-Bildschirm und digitalen Endgeräten auf: Der Blick wechselt zwischen den Devices ständig hin und her. Und die Multi-Screen-Nutzung steigt besonders während des TV-Werbeblocks. Eine besondere Herausforderung für Werbetreibende bei der Planung ihrer Kampagnen!

Zusammen mit unserem Technologiepartner Spotwatch bieten wir jetzt ein neues Verfahren, welches die synchronisierte Ausspielung von Online-Kampagnen auf unseren Online- und Mobile-Angeboten WEB.DE, GMX und 1&1 mit TV-Spots in Echtzeit garantiert. Die Synchronisation erfolgt dabei automatisiert und ohne aufwändigen Abgleich von Mediaplänen, so dass auch kurzfristige Änderungen im TV-Programm berücksichtigt werden, z.B. bei Live-Übertragungen.

Warum ist Echtzeit-TV-Synchronisation mit United Internet Media sinnvoll?

  • In Multi-Screen-Situationen wechselt die Aufmerksamkeit zwischen den Screens.
  • Die Multi-Screen-Nutzung ist während des TV-Werbeblocks besonders stark.
  • Aktivität Nummer 1 in Multi-Screen-Situationen ist das Lesen und Senden von E-Mails*.
  • WEB.DE und GMX verzeichnen eine verstärkte mobile Mail-Nutzung während des TV-Werbeblocks.
  • Die synchrone Ausspielung Ihrer Werbekampagnen auf den Online- und Mobile-Angeboten von
    GMX, WEB.DE und 1&1 zu Ihren laufenden TV-Spots ist garantiert!
  • Es müssen durch die Echtzeit-TV-Synchronisation keine zusätzlichen Schaltpläne angeliefert werden.
    Die Umsetzung läuft automatisiert und synchronisiert – ganz ohne Mehraufwand!

 *Catch Me If You Can! 2.0 – Studie 2016

Kontaktchance steigt durch TGP Targeting von United Internet Media deutlich

Um die Kontaktchance mit dem passenden TV-Zuschauer deutlich zu erhöhen, bieten wir zusätzlich innovative Targeting-Technologien an.
Durch eine crossmediale Zielgruppenansprache im Rahmen von TGP Media können Werbungtreibende ihre Kampagnen nach Zielgruppen mit bevorzugter Mediennutzung inklusive präferierter TV-Programme und Zeitschienen aussteuern und so auch die Wahrscheinlichkeit der Kontakt-Synchronisation zwischen TV und Digital erhöhen. Die Informationen dazu werden über Nutzerbefragungen datenschutzkonform modelliert.

So funktioniert die TV-Synchronisation in Echtzeit

Unser Technologiepartner Spotwatch analysiert laufend automatisiert das Programm der relevanten frei empfangbaren Fernsehsender aus Deutschland, Österreich und der Schweiz. Anhand von visuellen und akustischen Signalen identifiziert Spotwatch in Echtzeit die verschiedenen TV-Spots, wodurch der genaue Ausspielungszeitpunkt bekannt ist. Die Ausspielungsdaten werden an unseren AdServer übermittelt und dieser
spielt die passenden digitalen Werbemittel auf unseren Websites und mobilen Angeboten anhand der festgelegten Zielgruppen-Parameter aus.

Synchrone Kampagnenausspielung steigert die Werbewirkung

Das Nutzungsverhalten von TV-Zuschauern haben wir mit der Studie „Der Blick ins Wohnzimmer“ untersucht. Die Ergebnisse belegen die zunehmende Parallelnutzung von mobilen Geräten während des TV-Konsums. Dass die Effizienz von Kampagnen durch die synchronisierte Ausspielung von Online und TV steigt, zeigen verschiedene Fallbeispiele: So konnten Ziele wie Awareness, Bekanntheit und weiterführender Auseinandersetzung der Kernzielgruppe mit dem neuen Produkt deutlich gesteigert werden.

Fallstudie: Deichmann

Detaillierte Multi-Screen-Studie von Deichmann.

Mehr

Fallstudie: Scholl

Detaillierte Werbewirkungsstudie auf Basis von Schaltplänen.

Mehr

Fallstudie: expert

Wie expert durch Echtzeit-TV-Synchronisation seine Werbe-Effekte deutlich optimieren konnte.

Mehr

 

Die planerische Zusammenführung von TV und Online ist eine bereits seit vielen Jahren gängige Praxis, welche über die Synchronisierung zusätzlich optimiert und in jeder Kampagne mit angedacht werden sollte.

Dominik Frings, Geschäftsführer

Plan.Net Media

 

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