Collective Gets Patent for Multiscreen Targeting Tech

New York-based multi-screen analytics specialist Collective has been granted a patent for technology which targets online ads to consumers based on their TV viewing habits. The software anonymously links linear television data to digital across multiple screens.

Collective's proprietary suite of 'Wherevertising' solutions has been developed to enable brands to target 'the right audience, in the right format, on the right screen, at the right moment', with personalized creative co-ordinated across TV, PC, tablet and smartphone devices.

In 2013, the firm teamed up with Publicis-owned media services network ZenithOptimedia to develop a tool which it says identifies the TV preferences of online audiences who are currently actively shopping for a particular brand. The newly patented technology enables marketers to increase the reach and frequency of their campaigns by synchronizing ads across multiple devices, while reducing the waste and expense often associated with incremental reach in traditional TV.

Collective CEO Joe Apprendi (pictured) comments: 'In 2014, consumers spent nearly an estimated 25% of their day on mobile devices alone. This patent addresses one of marketers' most pressing needs, and it allows marketers to measure the effectiveness of their coordinated multiscreen campaigns.'

Web site: www.collective.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.