Parallels & Prism – Redefine Real Time Marketing
Just Like consumers, the advertisers today are
spoilt for choices when it comes to selecting the right media vehicle to reach
the target audience. Given the scenario, being in the right place at the right time
is an unparalleled advantage, when mastering the art of moment marketing.
Parallels from SilverPush offers the best solution
to streamline digital ads across high reach digital platforms in sync with
triggers like TV ads, shows, live events, sports, pollution & weather.
These triggers assist the brand in capturing active audiences on digital
platforms or screens who are dynamically seeking product info or engaging with
the brand on social media, within the same time-stamp of the trigger being detected.
Customized positioning based on multiple triggers like competitor’s TV presence
& deployment of digital ads to counter their reach is a cakewalk with
Parallels, making it the industry’s best marketing mix modelling tool.
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| Parallel : Marketing Mix Modelling |
Research reveals that a healthy chunk of internet
users i.e. 87% simultaneously use connected devices while watching TV. Second
screen users when exposed to sync ads are exceedingly receptive, in comparison
to an always on digital campaign. The
ensuing effect of this strategically timed digital communication is higher
brand engagement & improved visibility. Real time cross-screen marketing
has emerged as the single most holistic approach for cutting through the media
clutter and achieving higher ROI on media spends.
Not yet majorly affected by the digital media
onslaught, TV is still a favored medium for mass brands. However, TV ad
measurement has been restricted to GRP’s & TRP’s which again are lagged and
limited. With the power “to know more” now resting in the hands of the
consumers, the immediate impact of the TV ads is most likely to be some form of
digital engagements. This then shifts the advertiser’s focus on attribution
models to leverage TV media spends.
Knowing the impact your TV ads can have on digital
natives is essential in gathering actionable insights to better optimize
digital spends while complementing the TV plan. Granular level data in terms of
effective time-bands & digital platforms that the audience is available at,
prove to be the most vital moment for marketers to deliver effective exposures
to these users in real time. In other words, the advertisers can land an impact
on consumers with parallel presences across TV & Digital.
Prism Attribution models also
enable brands to map competition’s TV presences which can be effectively used to
counter or alter the TV media spends & buys in the most optimum manner.
Prism by SilverPush is a robust attribution tool that helps brands to monitor
& optimize TV ads & their resultant impact on digital KPI’s in real
time.Such enriched data allows advertisers to yield the
most out of their TV spends & launch digital campaigns that facilitate more
meaningful interactions with the consumers.
Multiple brands have experienced the benefits of
Synchronized campaigns through Parallels & Prism. Digital experts on
multiple occasions have recognized this technology, the latest achievements
being the MOBEXX Advertising Excellence Awards 2017 for Parallels & Drum Digital Awards (APAC) 2017 – “Best Attribution
Solution” for Prism.
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| Prism by Silverpush |
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