Programmatic and real-time advertising specialists Infectious Media has announced a new service that deploys ads on desktops and tablets "within milliseconds" of a TV advert appearing.

IAB industry research shows that two-thirds of online Britons frequently use the internet whilst the TV is on and a quarter of smartphone owners look up information on their phone or tablet after seeing a TV ad. This activity provides a clear strategic opportunity for advertisers to interact with users across devices simultaneously to extend the reach and effectiveness of their TV campaigns. TV-synchronised programmatic campaigns result in improved brand exposure, increased conversion rates and, ultimately, deliver a more efficient return on ad spend.

Infectious Media is already running “TV-synced” campaigns for two of its largest clients in the retail and media sectors. Results have proved promising, delivering a 15% increase in performance for some campaigns – compared to standard programmatic campaigns that aren’t TV-synced.

The technology includes access to 2,000 channels across 60 countries. It plugs into the commercial databases of TV slots from the channels to identify TV ads in real-time. It then identifies and works out the right time to deploy the ad, triggering the programmatic buying of online inventory.

Andy Cocker, chief operating officer and co-founder of Infectious Media, said the platform has had a noticeable impact on purchase behaviour in tests it conducted for unamed media and retail brands earlier this year. Campaigns delivered through the platform increased performance by 15 per cent in some instances in comparison to those not TV-synced.

“In the lead up to Christmas our TV synchronisation capabilities offer a great way for brands to make more of their ad spends,” said Cocker. “Dual screening is especially prevalent during the festive period so using TV synchronised campaigns to influence audience purchase behaviour provides brands with a vital competitive edge.”

Published on: 8:48AM on 4th December 2014