New ad platform syncs broadcast TV with mobile

Programmatic media platform, Xaxis, has announced the launch of a real-time, multi-screen advertising technology – the first fully-programmatic product to allow advertisers to deliver coordinated ads on viewers’ mobile devices simultaneously with adverts on their TVs.

Xaxis Sync leverages existing video identification technology to capture and analyse data about television spots airing on more than 2,000 channels across the globe.

When a spot runs, Xaxis is able to use the data as a trigger to deliver complementary ads on viewers’ mobiles, laptops or tablets that run within two seconds after the start of the TV spot.

Initially developed by Bannerconnect and Civolution, Xaxis Sync has already been utilised in test campaigns in the Netherlands, the UK and Italy, and is currently available in the US and several European countries.

“Multi-screen is increasingly how global consumers watch television and it’s become crystal clear to broadcast advertisers that they need to develop a coherent strategy for engaging these viewers,” said Brian Lesser, global CEO of Xaxis.

“Xaxis Sync meets consumers where they are, bringing the reach and accuracy of real-time programmatic to second-screen advertising across the most trafficked apps, mobile properties and websites.”