Civolution Partners With Resolution Media for TV-synced Ads on Twitter

written by: Richard Kastelein

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civolutionlogoCivolution , the leading provider of technology and solutions for identifying, managing and monetizing content, and Brand Networks, the leading provider of data-driven social marketing solutions, today announced a partnership allowing brands and agencies to buy Twitter ads in complete synchronization with TV commercials.

Brand Networks and Civolution worked together with Resolution Media, Omnicom Media Group's global search and social performance agency, on the upcoming launch of a summer blockbuster movie for one of Resolution Media's marquee clients. The campaign displayed a 250% lift in Click-through Rate (CTR) for the Twitter ads that were synchronized to the airing of the movie's television spots

"We continue to find that real-time social advertising is critical to the success of today's digital advertising campaigns, and this pilot with Civolution and Brand Networks was further evidence of its power," said Gerry Bavaro, Chief Strategy Officer, Resolution Media. "The summer movie season is the most important time of the year for many of our entertainment-industry clients, and providing this type of edge could truly impact an opening weekend for them."

"We expected a rise in the performance of our TV-synchronized social advertisements, but a 250% lift far exceeded our expectations," said Jamie Tedford, Founder and CEO, Brand Networks. "Our advertising partners are seeing not only higher engagement for their digital spends by syncing those ad units to the TV spots, but they are also seeing more efficient use of their marketing dollars through significantly reduced costs."

"Such a dramatic increase in the performance of the TV-synced ad units shows how effective this combination of broadcast and digital can be," said Alex Terpstra, CEO, Civolution. "In teaming with Brand Networks and Resolution Media to provide their client an end-to-end advertising technique that leverages this effectiveness, we were able to activate a highly sophisticated advertising buy with unprecedented simplicity for the client."

Civolution's ad-triggering service, SyncNow , which monitors hundreds of cable and broadcast channels nationally and internationally to identify TV ads in real time, was integrated with Brand Networks' Open Signals™ technology to automatically buy ads on Twitter within seconds of when an ad spot for the summer blockbuster-or a competing blockbuster-aired on TV. Resolution Media's new Current@Resolution platform, which features real-time social media planning and buying services through Omnicom Media Group's OMD and PHD networks, was used to deliver their marquee client's ad content over the Civolution-augmented Open Signals' technology.

The pilot program found that Twitter ads that were synced in real time to TV ads for the summer action movie showed a 250% lift in CTR and 32% lower cost compared to the control group. Further, Twitter ads synced in real time to TV ads of competing movies showed a 204% lift in CTR and 22% lower cost compared to the control group. Resolution Media was also the first agency to partner with Civolution and Brand Networks previously to run the first TV synchronized campaigns on Facebook for promotion of a major motion picture.

The Civolution and Brand Networks' TV-synced advertising product is now available. Please visi t for more information.

Civolution CEO Alex Terpstra will unveil the findings of the pilot campaign at the Innovation Day at Cannes Lions on Monday 16 June.

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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