London – TVTY announced that Shell will be the first brand to pilot a new technology targeting consumers who second screen on YouTube during TV advertising breaks.
As summer driving season kicks into high gear, Shell will launch a real-time YouTube campaign to build brand awareness for the Fuel Rewards® programme, a loyalty program that offers members savings at the pump at participating Shell stations. Working with MediaCom, Shell’s media agency of record, TVTY will serve an in-stream YouTube video whenever it detects a Fuel Rewards® programme or competitive TV spot.
With more than 1/3 (35%) of people turning to another device when TV ads begin, brands are increasingly synchronising TV and digital advertising activity in order to capture consumer attention1. Combining TVTY’s technology with YouTube’s reach can both amplify the impact of a TV buy and enable a brand to counter-programme competitive TV activity.
TVTY’s real-time technology monitors TV ads running on more than 400 channels in 25 countries. The technology uses a combination of automated “video fingerprinting” and human analysis to trigger a client’s ad on YouTube within seconds of the start of a TV ad.
“Second screening is here to stay, and we were pretty excited when MediaCom brought TVTY to us first,” said Anna Bellamy, US Advertising Manager for Shell Retail. “Rewarding customers for their loyalty to Shell with an everyday offer is a positive message that we want to convey. It’s a unique opportunity to be able to serve that message just as a competitive ad is running. That’s great for us and offers more options for consumers.”
Eliott Reilhac, TVTY’s CEO, added “As media consumption and delivery continues to evolve, it’s important that brands and agencies stay on the cutting edge of innovation to ensure their clients’ messages reach consumers during the most opportune moments. We’re thrilled to be fielding our new real-time YouTube capabilities with industry innovators like Shell and MediaCom.”
About TVTY (www.tvty.tv)
TVTY is an award-winning moment marketing company. We enable advertisers and agencies to sync their digital campaigns in real-time with offline events such as TV shows, commercials, weather/weather forecasts, sporting events, financial triggers, and more. TVTY’s powerful combination of industry-leading moment marketing technology, strategic consulting, analytical insights and media buying expertise helps brands ensure their marketing is more relevant and engaging for consumers, cutting advertising wastage and leading to better returns from campaigns.
This disruptive new technology is being adopted by brands such as Sony, Intel, Tesco, O2, GSK, Volkswagen and Nationwide to name just a few. TVTY has 60 employees across three offices in London, New York and Paris and operates in more than 40 different countries worldwide.
About Shell Oil Company
Shell Oil Company is an affiliate of the Royal Dutch Shell plc, a global group of energy and petrochemical companies with operations in more than 70 countries. In the U.S., Shell operates in 50 states and employs more than 16,000 people working to help tackle the challenges of the new energy future.
As “The Content + Connections Agency,” MediaCom creates a step change in clients’ business outcomes by leveraging each brand’s entire system of communications across paid, owned and earned channels. MediaCom is one of the world’s leading media communications specialists, with billings exceeding US$31 billion (Source: RECMA June 2016), employing 7,000 people in 125 offices across 100 countries. Its global client roster includes Dell, P&G, Shell and Universal. MediaCom is a member of WPP, the world’s largest marketing communications services group, and part of GroupM, WPP’s consolidated media investment management arm. For more information, visit us on the web at www.mediacom.com.
1 IAB, 2016. Source.