mediasmart Mobile adds video fingerprinting to ad platform


Details

Michelle Clancy

| 29 October 2015





mediasmart Mobile is combining TVTY video fingerprint technology with its bsmart demand-side ad platform.


TVTY monitors every TV ad in real time across over 400 TV channels in 25 countries, using a combination of automated video fingerprinting and human analysis. This allows brands to see exactly which ad is being aired, not an approximation based on a media plan model. Once a designated ad is detected, the TVTY platform triggers a mobile campaign configured on bsmart. This enables advertisers to boost campaigns in real time at the right moment and across multiple platforms. TVTY can also trigger campaigns based on offline information, such as weather conditions, financial information or live sporting events.

“We are very excited to partner with TVTY and incorporate its innovative technology to enhance our ongoing effort to help advertisers reach their mobile audiences effectively,” said Noelia Amoedo, CEO at mediasmart. “With the ubiquity of mobile devices and TVTYs technology, our advertisers can now move a step closer to the goal of creating impact with their target users at exactly the right moment in time.”

Pierre Marechal, co-founder of TVTY, added: "With consumers bombarded by so much advertising each day and the rising cost of online advertising, it's more important than ever for brands to be in the moment when it comes to their marketing message. Our partnership with Mediasmart's bsmart demand side platform will allow brands to cut through the noise, be relevant and optimise their mobile media spend."

Advertising optimisation has been seeing an uptick lately. Brightcove, for instance, recently launched Brightcove Lift, which enables publishers, broadcasters, over-the-top (OTT) providers and other media companies to maximise video ad delivery and video ad revenue across mobile and desktop.