Collective, a leading provider of multiscreen advertising solutions, currently works with 77 of the top 100 AdAge Advertisers and is a rumored IPO candidate. Its core product allows advertisers to reach their audiences no matter what device they’re looking at. This is especially crucial for TV advertisers because their audience continues to use second screen devices while watching programming.
To help capture this second screen audience, Twitter last year introduced TV targeting solutions in the form of promoted tweets. “For example, during a Coke commercial, Coke sends out promoted Tweets to reinforce its ad’s message,” Collective VP’s of Product Strategy Adam Harris wrote in a piece for The Ad Tech Press. “Or Pepsi sends promoted Tweets during the Coke commercial to disrupt its competitor’s message.” Harris also cited the following data: 84% of people are using second screen devices while watching TV, but only 15% of this group use social to discuss what they’re watching.
So how can advertisers reach the 85% of people who aren’t taking to social to discuss the show, but are instead surfing the web or using second screen apps? To help answer this, Lost Remote spoke with Harris. Read more