Next time you’re watching TV with family or friends, look around when the commercials air. Research shows more than half of us glance at our smart phones during TV ads.
A new advertising technology wants to make sure those expensive commercials aren’t ignored. Xaxis, a large media programming company, has created a product called Sync to give advertisers the ability to show that TV ad on your smart phone at the same time.
Sync combines behavioral and geographic data with wifi connection reports to guess who might be watching a particular TV show. Sync then sends the same TV ad to their smart phone or other mobile device.
Sync’s new real-time, multi-screen technology leverages three major tenets of Integrated Marketing:
- Target Market Drill Down—Talk about segmenting your target markets. Sync enables advertisers to focus on key groups based on behaviors, tastes and location. You might not have the budget or data to achieve that level of analysis. But you should know a lot about who your key target audiences are. Use that information to drill down and tailor your marketing.
- Frequency and Consistency of Message—You are passionate about your company and know more about your products and services than your customers do. You might think repeating a simple message again and again isn’t necessary. Think again. Brand discipline requires repetition of a clear, concise message spoken in your customers’ words.
- Managing Your Marketing Mix—You need to utilize multiple marketing vehicles. Social Media. TV. Multi-screen marketing. Online advertising. Traditional Media. Your customers learn about products and services in many ways. Combine data and instincts to decide on your marketing mix so you can reach and influence them.
Integrated Marketing makes it all about the customer and brings you and your company Marketing Clarity.
As for avoiding TV commercials during your favorite shows, you might have to go old school. Take a bathroom break or grab a drink. Otherwise, you might end up seeing that same commercial on your tablet or smart phone.