By Sasha Allan

We’ve all heard it before, “Effective marketing is reaching the right consumer, with the right message at the right time”. It’s safe to say that in the evolving social landscape, we have a wealth of data available and continuously-advancing tools. These allow us to target granular audiences and discover exactly which tone of voice, imagery or format achieves the highest engagement. In theory – reaching the right consumer, with the right message.

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So…this leaves us with ‘the right time’, perhaps the latest focus. While we have always followed seasonal purchase trends and explored the best time-of-day to reach our social audience, our potential to delve further has been somewhat limited until now.

Leveraging real-time data, we are now able to reach consumers at the time when it’s most relevant to them via social sync. Whether this be TV sync for second screening opportunities, sport sync to join in the conversation or weather sync to tap into shared experiences, it allows for us to reach consumers when we know they’ll be more susceptible to your content.

Weather Sync

Numerous studies have found a strong correlation between the weather and consumers purchasing habits. When temperatures drop in the UK, Brits are far more inclined to interact specifically with travel, family and fashion ads. Cold days in January saw a 386% spike in click through rates on travel ads and 3x higher engagements with fashion ads. Clearly, if we can’t escape the cold we’re keen to look our best whilst we grin and bear it!

These behaviour changes present great opportunities to leverage the weather sync functionality to reach consumers when their interest and intent is likely to be higher.

Utilising weather sync functionality, we’ve achieved a 327% increase in conversion rate with a 60% reduction in cost per acquisition. The offering wasn’t weather-dependant or seasonal, the impact was simply from running tailored creative to weather triggers. From this we could tap into the shared experience of the weather and greatly boost engagement and relevancy. 

TV Sync

In 2017, watching TV remained the most popular media activity. Whilst TV advertising is often considered for its ability to reach a broad audience, second-screening is now beginning to impact this audiences’ captivation. Let’s be honest, at some point we’ve all found ourselves scrolling through Facebook in the ad break. Statistically, two in three 16-34 year olds second-screen whilst watching TV - as advertisers on social we should capitalise on this engagement.

For multi-media campaigns, TV sync provides the ability to activate social ads during a programme where we know your ad will be shown. This not only provides an opportunity to captivate those users who switched to another device in the ad break, but also adds a digital activation and call to action for those whose interest was initially captured by the TV ad.

However, the potential of TV sync is not limited to those running a TV campaign. For example, during The Great British Bake-Off sales of kitchen utensils and baking products soar by as much as 225%. If your brand had associations to this category, using TV sync would allow for you to reach potential customers in the moment they’re consideration begins.

Sport Sync

The second-screening theme continues in the realm of sport, 69% of sports viewers second-screen whilst watching a live event at home, 44% specifically checking their social media feeds.  Sport Sync allows advertisers to be part of widely-watched sporting moments, tapping into this shared experience on social. Activated by memorable game moments, purpose-built ads are triggered in real time, allowing brands to join in the conversation.

Being something that captures such a vast amount of attention, this creates opportunities for brands seemingly unrelated to sport. Whether you add humour to widely debated sporting moments, share a point of view or simply gets involved in the wider conversation – your brand doesn’t need to be sport-focused, but your content should be. We’ve seen 50% drops in cost per engagement, by using tailored content that approached specific match-events with humour.

Stay relevant

Whilst there are great benefits of incorporating sync into your social activity, there are considerations to make in order to achieve the most out of it.

Primarily, relevance is key and this will largely be based on two factors;

  • Creative: Aim to run creatives that are both eye-catching, thumb-stopping and directly associated with the sync element at hand. Whilst this doesn’t necessarily mean briefing in a whole series of videos showcasing snow over London, there should be a clear, logical call out in either the copy or asset we choose to run.
  • Audience: To ensure the targeted segment will be interested in what you’ve got to offer them, the same considerations should be applied to audiences using social sync that they would to any BAU activity. However, you also need to ensure that the users within that audience will also be interested in the sync association. Simply put, it’s Chelsea fans who are going to be interested in your opinion of a penalty in the 89th minute

With the attention of social users being in such high demand, you need to tick all the boxes with your message, targeting and timing. Social sync allows for advertisers to maximise the impact of their message by maximising relevancy in delivery.

Whilst there may not be automatic associations between your brand, the weather, sport or TV, with fitting audiences and well-thought creative it’s very likely there are unconsidered opportunities at hand via social sync.

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