"Multi Screen Story-Telling in Real-Time"

1. BURT REYNOLDS
Business Director
Mediacom
Multi Screen Story-telling in Real-Time

3. Before the What & How,
Here’s the WHY!
AWARENESS

5. Mobile

6. WHY - It all started with the insight that
Multi-Screening has high local relevance in our region
Second screens are competing with
TV screens for audiences’ attention,
especially during commercial breaks
Brands must fight to achieve share of
attention as users have more options
to engage with content
HOW MUCH SCREEN USE OVERLAPS WITH TV?
30% users on a daily basis
29% users on a daily basis
37% users on a daily basis
Source : Nielsen AdReaction 2014 KSA

7. And the key issue with all
First Screen investments is the same
1. Significant breakdown when it came to
connecting communication to the desired
Response / Content
2. Touch points of scale (Television & Digital)
were being treated in silos

8. “Using custom built technology to reinforce TV campaigns and
to re-engage ‘lost’ TV viewers by simultaneously serving ads in
real-time across multiple screens”
Note: Sync does not identify if the user is watching TV, the product identifies that a TV spot has been broadcast
and simultaneously serves an online campaign in real time.

9. SYNC…
WHAT is it
Digital Fingerprint of Sony
Mobile and comnpetitor
TVCs is created
Xaxis begins buying media which is
synchronized to the duration & after
of the TV commercial
Sync Technology listens
to the satellite feed
When the digital fingerprint is
recognized, it sends a signal to
Xaxis

10. And the STORY of HOW it
all came together

13. Thank You for your Attention,
and not Multi-Screening during this talk! 
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