Civolution and Xaxis Link Broadcast Television and Mobile Device Advertising with Launch of Xaxis Sync

written by: Richard Kastelein

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Xaxis.Logo Xaxis and Civolution have announced the launch of a real-time, multi-screen advertising technology called Xaxis Sync -  the first fully programmatic product to allow advertisers to deliver coordinated ads on viewers’ mobile devices simultaneously with commercials running on their televisions. The product provides a compelling method for reaching viewers as they shift their attention from the TV screen to their smartphone, tablet or laptop during commercial breaks.

Xaxis Sync leverages existing video identification technology to capture and analyze metadata about television spots airing on more than 2,000 channels across the globe. When a spot runs, Xaxis is able to use this metadata as a trigger to deliver complementary ads on viewers’ smartphones laptops or tablets that run within 2 seconds after the start of the TV spot. Because Xaxis has at-scale access to mobile Web, in-app and online inventory on the most heavily trafficked apps and websites, Xaxis Sync provides advertisers with an effective tool to re-engage with lost TV viewers in real-time.


“Multi-screen is increasingly how global consumers watch television and it’s become crystal clear to broadcast advertisers that they need to develop a coherent strategy for engaging these viewers,” said Brian Lesser, Global CEO of Xaxis. “Xaxis Sync meets consumers where they are, bringing the reach and accuracy of real-time programmatic to second-screen advertising across the most trafficked apps, mobile properties and websites.”

Group M’s Xaxis Goes Large With TV-Synced Two-Screen Ads

Initially developed in the Netherlands with wholly-owned Xaxis subsidiary Bannerconnect, and in partnership with digital technology firm Civolution, Xaxis Sync has been successfully utilized in test campaigns in the Netherlands, the UK and Italy. Now available in the U.S. as well as several additional European countries, Xaxis Sync extends the brand experience beyond the television to reach consumers as they access media across the digital device landscape. In addition to providing unparalleled, second-screen inventory reach, Xaxis Sync helps ensure brands they are maximizing their television efforts in the fast growing multi-screen environment.

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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