Civolution adds category targeting to TV-Synced Ads platform
Michelle Clancy
| 01 October 2014
Civolution's real-time TV-Synced Ads platform has been extended to offer category targeting across all top product categories including automotive, pharmaceutical, entertainment, quick-service restaurant (QSR), fast-moving consumer goods (FMCG) and consumer packaged goods (CPG).

Civolution's TV-Synced Ads platform identifies TV commercials in real time and enables advertisers to deliver coordinated ads on viewers' mobile devices simultaneously with commercials running on their televisions. With the addition of category targeting to the Civolution platform, advertisers can now digitally "conquest" competing products in the same category, or purchase TV-synced digital ad units for products complementary to those in the commercial being shown on TV. For example, an ad buy for Beats headphones could be automatically triggered on digital platforms by the airing of televised spots for Apple or Android phones.

The new category targeting feature uses Civolution's proprietary ad database of more than 20 product categories, 7,000 brands and 100,000 TV ads.

Civolution's integration with real-time bidding (RTB) platforms, including AppNexus, makes TV-Synced Ads and the new category triggering feature available at scale for agencies, brands and trading desks.

"At a time when advertising budgets are shifting from television to the Internet, TV-synced advertising offers a solution that bridges the two mediums while providing scale, interactivity and measurement," said Alex Terpstra, CEO at Civolution. "This allows television and digital formats to leverage each other's natural strengths, and enables digital publishers and broadcast operators to work hand-in-hand to deliver the right message to the right audience at the right time on all screens."