Mumbai: The Magnifi TV sync platform was launched in South Africa in a partnership with Mobilclicks, a leading mobile media company and its technology partner SilverPush .In the next phase of this collaboration Mobiclicks will leverage the power of its technology partner, to deliver world class solutions in cross screen media advertising to clients across Africa. With this launch, Mobiclicks is set on a path to redefine digital advertising through Mobile Audience Intelligence and Real time TV syncing platform, Magnifi.
Shaun – CEO –Mobilciks said,“Consumers are now across multiple devices, making it a bit more challenging to reach them at key moments.By Syncing TV moments with mobile, through social and programmatic, we can reach this set of distracted audience at a time when there is usually a disconnect.
The power of this technology allows us to sync not only with TV but with any “trigger” from weather, finance to sporting events, allowing us to leverage these moments and connect with the consumer with the device that’s always with them, I am excited to pioneer this product in South Africa and Africa alike.” added Shaun.
Bradley Hall, Head of Digital PHd Johannesburg said, “We utilised the unique technology of Magnifi and created 12 different opening stings for each episode, so as to distinguish between each episode particularly when we had repeats on days when we had no schedule.”
360 degree video was created and pushed out as soon as each show started, and delivered on two key objectives:
- Deliver additional content to a viewer of the show.
- Bring in new viewers to the show to an audience who was not watching TV.
Magnifi definitely aided in reaching the audience required in the objectives, and the campaign delivered over 2 million impressions, with a unique reach of over 660k people. This was a very successful campaign; not only from the results but also from the insights it was able to deliver.
Maginfi will aid in delivering effective campaigns, with mobile being the interactive driver, together with TV content which serves as a trigger. It would assist brands to target the distracted TV audience, who are in fact highly receptive toa brand’s communication being displayed on high reach social platforms within the same time-stamp.
Magnifi strengthens Mobiclicks’ core services of maximizing their client’s reach to target audiences based on location, behavior history and other parameters, by providing incremental reach through real time TV sync. Simply put, marketer scan turn to what could be perceived as a distraction, into an integrated and enhanced brand experience that extends from TV across multiple screens with the use of Magnifi.
Apart from mapping real-time TV ads, Magnifi uses data from various channel APIs such as sports, weather, pollution etc. in order to align universal moments that score not just visibility but a higher conversion probability for brands. The platform currently maps the top 12 channels in SA and is expected to grow over time to more channels and markets throughout Africa.
Sharing his thoughts on the TV sync technology, Hitesh Chawla(CEO –SilverPush)said, TV sync is the only way forward to keep TV ads relevant, effective & engaging in a cross screen, cross device environment . Owing to the rise of simultaneous media consumption trend, it is essential for brands to be omnipresent to connect with audiences across screens. Enter Magnifi, a solution to counter this media fragmentation trend. Magnifi would essentially allow advertisers to connect better with multi –screening audiences in real time to deliver healthier ROI on advertising spends both TV and digital.
