Somos una plataforma de sinergia y amplificación publicitaria, y hacemos converger la información offline con las campañas publicitarias online. adSync360 permite a las marcas configurar mensajes en múltiples plataformas aumentando así el engagement e incrementando las conversiones
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As of today, Adsync360 offers all social media Adglow services, this includes six new online channels: Facebook, Instagram, Twitter, Amazon, Snapchat and Pinterest.
These new online advertising channels significantly improve second-screen advertising, TV Sync, real-time marketing as it reaches a larger potential audience.
In the same way that we use Adglow’s services, Adglow uses our services so that we all benefit.
Path51 began as a marketing product for the second screen, or also called, TV Sync. A service that was already advancing at the time the multi-device advertising possibilities.
Gradually, and due to Path51’s success, we started focusing more on real-time marketing such as sports synchronization, weather, pollen level in the environment, television content based on subtitles, facial recognition, etc.
All this led us to consider the creation of a new product, rebranded, that encompasses a 360° synchronization service and announcements with real-time events, the so-called “Real-time Marketing”.
Path51 was born as a business venture between two companies, one Australian, Atomic212 and one Spanish, Soft Point.
The first successful testing was carried out in Australia, later expanding to Spain. The true power of the platform is that we pioneer the advertising synergy between television and the digital world, joining them together in real-time.
The online advertising platforms now included within the platform, linked to television advertising are Facebook, YouTube, Instagram, AdWords, DBM (DoubleClick Bid Manager), Adglow and Adsync360.
Every time a real-time marketing event occurs via any of the mentioned channels, be it tv sync, weather sync, pollen sync or sports sync, a new online campaign based on DBM can be launched.
This is a utility that companies have been demanding for some time and that for a few months, we have available.
Advertising platform Path 51 has announced five new client wins including 7-Eleven, Open Universities Australia, Now Finance, Mortgage Choice and NAB.
The wins come shortly after the platform launched its TV attribution tool, allowing advertisers to automatically see how a radio or TV ad affects digital outcomes.
The TV attribution tool aims to give advertisers and brands access to insights, to help maximise campaign effectiveness and goals.
Path 51 also currently offers an offline to online amplification tool which helps combat concerns and trends around audiences using more than one screen when watching TV, and subsequently switching off during ad breaks.
This offering specifically links with Facebook and Google data to sync second screen ads with TVCs and radio commercials.
Simon Larcey, Path 51 managing director, said in a statement: “The uptake of our services means there is a real appetite for technology that accurately tracks individuals as they move seamlessly between offline and online.
“The industry has been talking about the convergence of traditional media and digital media for years, but this was not really possible until you could track consumers jumping from screen to screen.
“Adding the attribution tool is the next step in our offering. Path 51 is all about performance amplification and our goal is to provide a boost to all campaigns that run through our platform,” he said.
It’s a sobering thought, particularly across an agency landscape that has for so long been dominated by the thought that the strength of an agency can always be boiled down completely to its people. This is definitely not the case anymore. One of the biggest selling points these days is the bespoke tools and proprietary technologies that agencies can offer their clients.
New technologies can and are making advertising experiences more palatable across publisher platforms. I’m talking about technology solutions that create engaging formats, measurable insights and positive experiences.
The stereotype goes that it’s millennials who have a short attention span and can’t go five minutes watching TV without picking up their smartphone, but stats show most people are guilty: a 2015 report from Accenture found that 87 percent of consumers frequently use another device while watching television.
Like the online publishing industry has despaired the rise of the adblocker, brands advertising on TV have worried about the rise of the second screen.
