mTraction TVSync was launched by Affle today in partnership with the newly launched full-service mobile marketing and technology agency IPG Mediabrands Ansible in Indonesia. In the next phase of expansion, IPG Mediabrands & Affle would be taking this proposition and partnership across the APAC region. With this launch, mTraction, the Mobile Audience Intelligence and Analytics platform, has touched yet another milestone in cross screen marketing. mTraction TVSync is used to track real-time TV commercials and sync digital advertising plans with it. It would thus help brands deliver impactful cross-screen communication plans over a unified platform.
Pradeep Harikrishnan, Technical Advisor, IPG Mediabrands Indonesia said, “TV is still the dominant screen to reach the average Asian household but the ROI for brands are gradually diminishing on TV. Further, with almost 2x average time spent by the audience on Mobiles & Tablets, it is important for our CPG brands to efficiently target their consumers at the right touch-points. We see mTraction TVSync as a perfect bridge that leverages TV data and allows us to precisely target consumers across the digital media spectrum.”
Travis Johnson, Global President, IPG Mediabrands Ansible said, “Innovations like TV Sync will be key for growth markets, where users are transitioning from traditional to digital media consumption and the infrastructure is still gearing up for unified cross-screen measurement. With mTraction TVSync, advertisers will get to supplement & complement their TV campaigns, getting the best of both – reach & engagement.”
mTraction TVSync will help deliver effective campaigns, with mobile being the interactivity driver, together with engaging TV content. It would also help brands analyze their performance over different TV networks and allow them to rework their marketing strategy with real time data analytics.
Apart from mapping real-time TV content, mTraction TVSync uses data from various channel APIs such as sports, weather, stocks etc. to align consumer moments that score not just visibility but a higher conversion probability for brands. The platform currently maps the top 10 channels in Indonesia and is expected to grow over time to more channels and markets.
Anuj Khanna Sohum, Founder, CEO & Chairman of Affle said, “Affle is excited about the regional potential of our partnership with Ansible on mTraction TVSync. We have built Smart TV and OTT Box/ Pay TV apps and analytics based innovations and integrated marketing campaigns for our customers. Owing to the rise of audiences on scattered mobile screens, it is essential for brands to be omnipresent, to connect with audiences across screens. As a solution, we are happy to bring forth mTraction TVSync to Indonesia where TV is the primary medium for advertising. It allows advertisers to engage better with their audiences across screens and to enhance the ROI on TV advertising.“
Recently launched in Indonesia, Ansible is the specialist, full-service mobile marketing and technology agency offering services including strategy, media planning and buying, marketing and analytics as well as UX, creative, technology, development and enterprise solutions.Ansible is the most awarded mobile agency globally, amassing more than 60 Global awards in the past 18 months including the prestigious accolades of “Most Innovative App” and “Best Mobile Marketing” at the Mobile World Congress in Barcelona. Ansible works with many of the world’s leading brands including Fiat Chrysler Automotive, Coca-Cola, Amazon, Johnson & Johnson, Unilever and Exxon Mobil. Within the APAC region Ansible has been highly awarded, winning Best In Show and four other awards in the 2014 MMA Smarties, Silver and Bronze for Best App in 2015 MMA Smarties plus numerous wins at Festival Of Media APAC.
Affle is a Singapore headquartered company that has built leading ‘Mobile Audience Intelligence and Analytics Platforms’. The platforms help deliver end-to-end mobile commerce & marketing solutions with greater ROI and transparency for marketers, commerce marketplaces, app developers and publishers through unique intent insights derived from behavioral signals, attribution and transactional data. Having started in 2006, Affle has been a pioneer in the field of mobile technology and has built significant scale and intelligence backed by its robust profile of data and insights about millions of users. Affle’s investors include Microsoft, D2C (An NTT DoCoMo subsidiary), Itochu, Bennett Coleman & Company Ltd. (BCCL), Centurion Private Equity amongst others.