We use cookies to deliver the best possible experience on our website. To learn more, visit our Privacy Policy.
By continuing to use this site, or closing this box, you consent to our use of cookies.X

Silverpush Creates Award-Winning Campaigns with Top Brands at MENA

PUBLISH DATE: 05 March 2020
Silverpush Creates Award-Winning Campaigns with Top Brands In MENA 2

Wins 4 MMA MENA Smarties awards across 3 key categories – innovation, cross-device and programmatic.

The outstanding campaigns created by Silverpush performed brilliantly at the MMA MENA Smarties Awards ceremony held on February 10th at Five Palm Jumeirah, Dubai, by winning one Gold, two Silvers and one Bronze.

Signal and Magna Global & Silverpush won a Gold award under the cross media category for the Signal – UNICEF campaign. Again, for the cross media category, Nissan Middle East and OMD UAE & Silverpush won a Silver for the Nissan Middle East – Cricket World Cup Live Sports SYNC campaign. Telfast (Sanofi) and Mindshare & Silverpush won a Silver and Bronze for the Telfast Weather Sync *Achoo* campaign under the programmatic and innovation categories respectively.

Silverpush Creates Award-Winning Campaigns with Top Brands In MENA

All of the campaigns were powered by Silverpush’s real-time moment marketing platform – Parallels. Parallels enables effective real-time TV ad sync and real-time live moments sync.

Signal partnered with Magna Global and Silverpush to launch a CSR UNICEF campaign to promote oral health in Egypt. Silverpush created a real-time ad sync between Signal toothpaste commercial on local Egyptian TV and Signal’s ad on high-reach social media platforms – Facebook and Instagram. Thus, those viewers that shifted their focus to their smartphones during ad-breaks were effectively targeted. The TV commercial promoted dental hygiene to kids while the ad on social media platforms delivered message about the product benefits. Apart from self-sync, Silverpush also created a competition-sync to show Signal’s ad on Facebook and Instagram when a competitor’s toothpaste ad aired on the TV.

The campaign turned out to be highly effective. The campaign achieved a video view rate of 28%, which was 4 times higher than obtained with non-sync campaign. Post-engagement rate of 28.5% was achieved which significantly surpassed the earlier rate of 0.07%. The completed view rate that started with 49% reached a whopping 72% by the end of the campaign. What is worth noting and interesting is that out of the total video views delivered, 73% were watched with sound on. The campaign achieved an impressive estimated ad recall lift rate of 7.3%.

Silverpush Creates Award-Winning Campaigns with Top Brands In MENA 1

For Nissan’s campaign, Silverpush leveraged its real-time live sports sync technology. For four years, Nissan has been the sponsor of the International Cricket Council. To strengthen the association of Nissan with cricket, Silverpush ran a campaign during the World Cup on Facebook.

Silverpush found that only 15 decisive minutes of the game get debated again and again. These are the best moments for connecting a brand with the consumers. Silverpush capitalized on these moments by syncing them with the relevant content on the Facebook. Being related to the key game moments, this content was found more engaging by the fans and made Nissan a part of this engaging experience. Nissans’s brand relevance rose by 21%, purchase intent increased by 5% and brand image improved by 10%.

For Sanofi’s anti-allergic Telfast tablets, Silverpush ran a moment marketing campaign, powered by weather sync technology, in the Middle East. In the Middle East, weather changes frequently, even during the same day. Due to this, people there are affected by allergic rhinitis all year long, unlike those in other parts of the world.

Silverpush identified specific weather conditions that lead to a surge in allergic rhinitis. Depending upon the weather conditions and other triggers such as dust, mold, mites, etc., the most relevant ad messages were communicated to consumers in real time. The results of the campaign were highly impressive. Over double-digit growth in sales occurred during the campaign duration. The view rates touched the sky and the ads that ran only during the weather triggers performed 85 times better than others. Trigger targeting increased the click-through rate by 111%.

Silverpush’s prime focus has always been to deliver highly effective campaigns through its innovative technology to provide unprecedented reach and user engagement to brands and impactful brand experience to users. Silverpush’s award-winning campaigns serve as a testimony to this fact.

TV Sync Technology Offers Invaluable Opportunity to Advertisers

PUBLISH DATE: 11 February 2020
TV Sync Technology Offers Invaluable Opportunity to Advertisers

It is now a common thing that a person watching his favorite TV show is having his smartphone in his hand, especially during ad breaks, so that he can remain updated on news, messages, emails and social media.

In a study conducted by Facebook, 94% of the participants held a smartphone in their hands while viewing TV just like holding a TV remote control. Only 53% of the time, participants focused on their television screens. One of the main reasons of shifting their focus was to look into their smartphones.

Other research also shows that majority of the smartphone and tablet users remain active on these gadgets while they are watching TV. The use of second screen has now almost become an integral part of the TV viewing experience.

Thus, chances are great that those using second screen while watching television do not pay attention to TV ads, but rather gaze into their smartphones during ad-breaks. TV ad tracking shows that use of smartphones while watching TV negatively impacts the performance of TV ads. TV sync technology enables brands to reach these viewers through their second screens.

TV ad sync works by activating an online ad campaign on a viewer’s smartphone or tablet that is same or related to the ad appearing on his TV. This real-time syncing increases the chances of a viewer’s engagement with the ad being displayed on the mobile device. Not only TV ads, this technology can sync other content on TV such as sporting events, concerts and high-impact TV series, and even things like weather and pollution conditions with small screens.

For advertisers, TV sync advertising is an invaluable technology as it offers great benefits. Some of these are given here below –

Greater impact

If the same ad is shown on the smartphone as is appearing on the TV, then the impact on the viewer’s mind is much greater than the ad appearing only on a single screen.

Syncing compensates for unviewed TV ads

During ad-breaks, TV viewers often shift their attention to their smartphones. This way the ad presented on the TV gets wasted as it does not generate any engagement. But, when the same ad appears on a viewer’s smartphone, advertisers get a second chance for their ad getting viewed.

Increased chances for ads getting viewed over competition

If a brand shows its ads on the mobile devices when on TV the ads of its competitor are appearing, then that brand has higher chances of its ads being viewed as TV viewers are increasingly using their smartphones during TV ad breaks.

Facilitates user interaction

When ads on smartphones coincides with ads on TV, it becomes easy for viewers to interact with them, as on smart phones viewers have to just click on the ads and they are taken to the product’s landing page. For ads appearing on TV, this one-click option is not available, rather viewers have to search for the advertised products on a search engine through their laptops or mobile phones.

Unified brand experience

Syncing across multiple screens allows brands to convey a connected message to consumers, which promotes unified brand experience and allows for greater conversion.

TV ad sync technology along with AI advertising is transforming the way advertising is done. Leveraging these advertising technologies, helps brands to increase user engagement, get more ROI and boost their brand value.