CScreens, UK’s first digital TV extension network, activating and reporting existing TV adverts, across all digital screens, both in and out of home.
A solution that allows advertisers to find out who’s looking at their ads across various out of home locations such as billboards, events and in pubs, is being launched today by CScreens @CbrandsLtd, the UK’s first premium In- and Out-of-Home video network.
Addresses key issue in proving accountability of outdoor advertising .. www.cbrandslimited.com
- For the 1st time advertisers can now see how their campaign performs across various outdoor formats and locations including TV viewed outside the home
- As eye-tracking also identifies age/gender it means campaign can be optimised to formats/places delivering most views, highest engagement or a target demographic
- 1st campaign using tool will measure audience engagement while watching World Cup games on TV screens at live ‘experiential’ events, pubs and 5-a-side football centres
- Solves key issue in outdoor advertising – accountability
In addition to the number of people, the eye tracking technology measures how long people look at the ad, their gender and approximate age.
“People talk about cross-platform video optimisation across PC, mobile and tablet but this is a whole new dimension incorporating in and out of home including billboards, experiential and communal locations,” explains Richard Hicks, CScreen’s co-founder.
“Alongside making campaigns more efficient for advertisers, it solves a crucial problem by providing accountability on how targeted outdoor advertising is. A combination of higher ROI and more accountability should provide a real boost to outdoor going forward.”
The first campaign using the solution is being run during the World Cup to measure audience engagement across TV screens at live ‘experiential’ events in London, over 330 pubs and 50 five-a-side football centres.
Hicks comments: “This type of scenario tells an advertiser how their TV campaign performs beyond the living room and enables them to optimise it for out of the home viewing.”
About CScreens
CScreens is the UK’s first true premium In & Out-of-Home video network, complimenting and extending traditional TV advertising through our exclusive advertising space across all platforms and screens with full optimisation both In and Digital Out-of-Home.
CScreens places advertising transparently across any device/screen, anytime, anywhere. www.cbrandslimited.com
