Ad tech firm TVTY is launching ‘TV Ad Alert’, a free service gives brands and marketers real-time notifications when a competitor launches a new TV spot.
The aim of this is to help marketers avoid those awkward calls from CEOs and CMOs when asked about their competitors.
The service is currently available for TV spots across France, Germany, Italy, Spain, Turkey, UK and US.
Once signed up to the ‘TV Ad Alert’ service, users get instantly alerted the first time a new TV advertising creative is aired.
Users can monitor as many brands as they like, with the service currently tracking ad spots across France, Germany, Italy, Spain, Turkey, UK and US.
TV Ad Alert is powered by TVTY’s proprietary TV monitoring technology, which uses a combination of automated ‘video fingerprinting’ and detailed indexation to determine when new creative hits the screens.
Antoine de Kermel, TVTY EMEA MD, added: “TV Ad Alert is a vital free source of competitor intelligence. But many of our brand and agency customers are going a step further and launching ‘adjacking’ campaigns, capitalising on interest generated by their competitors’ TV ads. When the TV ad inspires a consumer to get online and find out more, their brand is presented as an alternative to the advertiser’s product.”
After 14 consecutive days of without a TV ad airing, the campaign is considered as complete and the client will be informed again if the campaign goes back to live.