mTraction TVSync looks to expand into TV marketing

mTraction TVSync was launched by Affle 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. mTraction 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.

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, 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.“