The company’s technology is designed to constantly monitor visual and audio TV content in order to provide real-time insights to brands to optimise digital media placements, measurement and attribution.
ISM co-founder and chief executive Paul Garrity said, “This is a milestone for our Australian start-up and will give brands across the region access to the real-time media insights that our technology provides. As more and more consumers are multi-screening across different devices, brands are realising the significant improvements in consumer engagement and metrics that our technology enables.”
Garrity said ISM has deployed its technology in data centres in Singapore, Bangkok and Jakarta and is in advanced beta testing of its solution with partners and clients in each region.
Garrity says Impulse Screen’s technical solution uses key-words or TV image content (including weather and other metadata) to trigger cross-media digital advertising to leverage TV ad spots or TV content.
“For example, an on-line dating brand could trigger search, social and display ads to run during an episode of The Bachelor or an outdoor wear brand could trigger ads for water proof clothing if wet weather is forecast. Similarly, a brand could also trigger a paid search or display campaign immediately as its own TV ad spot runs.”
Garrity says that since launching its first AdSync+ product in 2015, more than 200 users of ISM’s technical platform have completed more than 1000 co-incidence marketing campaigns for more than 250 brands including Telstra, Woolworths, Qantas, Westpac, McDonalds and Toyota.