Collective Launches Real-time TV Targeting Service

In the US, multi-screen analytics firm Collective has 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.

Collective's proprietary suite of 'Wherevertising' multi-screen 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.

Built on Collective's TV Accelerator platform, the new TVA Analytics solution integrates data about TV viewing from digital set-top-boxes, with data from clients' web sites. TVA Analytics enables advertisers to understand which TV shows are being watched by their target audience - ie, those who are on their web site and showing 'in-market' behaviors for their brand.

Joe Apprendi (pictured), CEO of Collective, comments: 'Zenith's innovation in television and digital buying make them an ideal agency to bring TVA Analytics to the market. We are confident that Zenith will be a leader in a longer-term adoption and evolution of multi-screen advertising optimization.'

Web sites: www.collective.com and www.zenithoptimedia.com .