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(VIDEO) Xaxis Combats TV Distraction With Synchronized Mobile Ads

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LONDON -- Now that TV viewers are using mobile devices to distract themselves from TV ads, GroupM's data-driven Xaxis unit is trying to bring those ads to the palms of their hands.

The unit recently launched Xaxis Sync, its technology for buying ads on social networks at the same time they run on TV, in further global markets, following inception in the Netherlands.

"Rather than going to make a cup of tea during ad breaks, now people are picking up their iPads or their mobile phones," Caspar Schlickum, Xaxis' EMEA CEO, tells Beet.TV.

"We work with partners that are able to tell us when one of our clients' ads is on TV. When we get that signal from them, we're able to immediately buy every ad impression on every WiFi-connected device for a period of one, two (or) five minutes."

About 60% of TV viewers are engaged with another screen while they watch mainstream linear TV, according to Xaxis.

We spoke with Schlickum as part of our series titled "The Road to Cannes," a preview of the Festival and an overview on the state and future of digital media by a range of thought leaders. The series will be published over the next four weeks.  The series is sponsored by Videology.

You can find this post on Beet.TV.