On the Air and in the Seats: Using Offline Moments to Drive Social Engagement

According to Time Warner, 65% of people with a smartphone and tablet are likely to use social media while watching TV. From tweeting along during The Voice, to posting game-day Facebook statuses while watching our favorite teams, social media is now a virtual living room.

So what can digital advertisers do to capitalize on these multi-screen habits?

We’re excited to announce TV Sync, a powerful solution that allows advertisers to automatically activate their social ads based on customizable offline events including television flight schedules, live programming, weather changes, or sporting events – all in real-time. By synchronizing social media and TV advertising efforts, marketers can amplify reach and drive consumer engagement across screens.

TY Sync is made possible through Marin’s premier social partnership with TVTY, the leading provider of real-time contextual data. As TVTY’s preferred social advertising platform, Marin can now help advertisers run contextually targeted advertising campaigns on Facebook, Instagram, and Twitter using television signals from over 400 national and local channels, across 25 countries in North America, EMEA, and Australia.

TV Sync unleashes a multitude of possibilities for social advertisers. Consider some examples.

Extend your advertising message across screens

Running TV commercials? Use TV Sync to trigger your social ads immediately as your commercials air, reinforcing the message and increasing your impact with a multi-screen presence.

Counter your competitor’s TV commercials

As soon as your competitor’s commercials appear on TV, counter them by launching social ads in real-time. This is a great way to stay top of mind and boost mindshare.

Improve targeting and relevance with weather and sports

Trigger your social ads according to weather status or key sporting events for a timely, optimized, and personalized campaign that strikes a chord with your audience. For example, during snow-filled winters, travel advertisers can target users with ads to tropical locations.

Drive engagement during live or scheduled TV programs

TV Sync can help you advertise your auto brand during an episode of Top Gear, or launch social ads for your beauty brand during the red carpet at the Oscars. Aligning your ads with specific programming in this way creates a highly targeted and relevant ad experience.

TV Sync is immediately available for Marin Social customers, and we’ve already seen some exciting use cases and positive results. If you’re interested, don’t hesitate to get in touch.