wywy’s innovative TV Sync technology enables brands to target viewers with adverts on the TV screen, and video and display advertising on a second screen simultaneously, creating a synchronised cross-media experience with connected brand storytelling for the first time. This enabled Nissan to recapture consumer attention lost to the second screen and drive key brand metrics. TV Sync uses wywy’s proprietary automated content recognition (ACR) platform, which detects a TV ad the instant it airs. Real-time detection is crucial as broadcast times can vary from the expected schedule by five to ten minutes.

Nissan also utilised wywy’s technology to sync TV ads with Facebook, allowing TV, for the first time ever, to contribute towards social KPIs including earned media. The campaign ran across four markets – UK, France, Italy, Germany.

As well as recapturing distracted viewer attention, wywy’s TV Sync technology allows brands to measure the impact of their TV ads via wywy’s analytics plugin, providing real-time TV airing data. This data enabled Nissan to accurately determine which day, channel, and time achieves the most website traffic and conversion – such as brochure requests and test drives – holding TV accountable by digital metrics. Consequently, Nissan was able to utilise digital metrics to create a significant return on minimal campaign spend and help with future TV planning, all in real time.

In addition to TVSync, wywy has launched the following ground-breaking TV sync technologies:

1. SiteSync – allows brands to synchronise TV ads with their website, automatically producing a landing page featuring the product shown in the ad for a set period of time after it has aired, creating a direct correlation between TV and website

2. SearchSync – captures TV-inspired Google searches when buying intent is highest, by synchronising SEA campaigns with TV ads.

wywy has secured $10 million in two funding rounds.

Using TV Sync technology led to a dramatic rise in brand awareness, resulting in a 39% brand uplift compared to adverts served solely on TV. The TV-synced ads almost doubled brand awareness among the exposed audience, with a Nielsen Mobile Brand Effect study finding that 53% of TV and digital viewers were aware of the Nissa.n Pulsar model following the campaign, compared to just over 27% of the study’s control audience, and less than 38% of TV-only viewers.

wywy’s analytics tool provided Nissan with key web performance indicators including visit uplift, bounce rate changes, and conversion uplifts, delivering insights on which day, time, and channel worked best. Nissan is now able to adjust future advertising campaigns to steer exceptional results, and is planning to utilise this data when planning the TV campaign launches of both the Micra and Juke car models this year.