What actually is ... SynchScreen?

Statistically, attention during TV viewing is increasingly spread across several screens. This parallel use opens up new opportunities for both advertisers and viewers. SynchScreen taps into this potential for brand communication. SynchScreen has fully automated TV spot recognition in real time on all public and private TV channels in the entire DACH region and thus monitors over 100 channels in the German-speaking advertising market. Recognition is carried out using exclusive algorithms for decoding both video and audio signals. On this basis, specific spots can be triggered on air and extended with mobile advertising and AdWords campaigns with pinpoint accuracy. The triggers are connected directly to a mobile DSP and can therefore be booked, controlled and optimized as part of managed campaigns using a single tool. Additional data-supported control enables local, technical and target group-specific parameters to be incorporated.

This data-supported campaign control in real time improves the probability of matching TV usage and mobile campaigns. With Goldbach SynchScreen, it is now possible to use GPR-weighted TV planning to control the mobile campaign. Based on the TV campaign, the Gross Rating Point is calculated, i.e. the gross reach within the target group potential, which forms the basis for optimized control of the mobile campaign. Many Goldbach customers are already using SynchScreen to reinforce TV campaigns with an interactive dialog on mobile devices and tablets.

Term explained by: Ronie Bürgin, Head of Mobile Business Development at the Goldbach Group.