During TV ad breaks, platform sends companion ads to second screens

Xaxis Sync pushes content from TV commercials into mobile advertising in order to regain the attention of consumers who turn to their mobile during ad breaks.

Second screens are causing a problem for television advertisers — while they’re spending money broadcasting their spots during popular TV shows, audiences are largely using it as an opportunity to check their phones or do something more interesting on their mobile devices. Aiming to solve this problem, Xaxis Sync is a new platform that pushes content from TV commercials into mobile advertising in order to regain the attention of consumers who turn to their mobile during ad breaks.

The system works when TV viewers get out their smartphone or tablet during a commercial break. If they load an app which uses Xaxis Sync, the device will use video identification technology to capture and analyze metadata about the TV ads on screen. Recognizing them through their audio track, for example, the system then triggers companion content which displays as in-app ads. The triggered ads are able to run within two seconds of the start of the TV spot.

Similarly to SonicNotify, another platform that uses inaudible sound to trigger extra content on smart devices, Xaxis Sync enables marketers to deliver consolidated content to audiences in a world where TV viewers are increasingly using more than one device at the same time. Are there other ways to more seamlessly push synced content across second screens?