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SYS-CON MEDIA Authors: Lori MacVittie, Liz McMillan, Carmen Gonzalez, Srinivasan Sundara Rajan, Blue Box Blog

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33Across Captures Second Screen Social Activity with Launch of Intent Impact Units for Tablet

33Across (www.33Across.com), a leading advertising technology company, today announced the launch of their newest Intent Signal Platform unit created specifically for the tablet. The new Intent Impact Unit captures signals from search and social content sharing to deliver relevant ads to tablet users.

This launch comes at an optimal time in the market with tablet penetration expected to grow rapidly and near that of smart phone penetration in 2014, according to eMarketer. eMarketer also reports that social TV viewing is a growing trend among consumers as device multi-tasking rises. From embedded code on more than one million publishers, 33Across followed tablet activities during this year’s NCAA tournament.

“Social content sharing throughout the tournament, especially during the close of tournament rounds, was closely aligned with TV viewing; thus, supporting the growing trend of second screen activities on tablets and other devices,” said Brett Lofgren, CRO of 33Across.

During March Madness, the 33Across Intent Signal Platform recognized the following peaks and trends in tablet social sharing activities:

  • Tablet traffic typically decreases on Sundays, but March Madness boosted Sunday tablet activity by an average of 23%
  • Over the course of each tournament round, tablet activity steadily increased by 16%, peaking on the last day of the round
  • March Madness traffic topped with nearly 30 million tablet actions occurring on March 23rd

To more effectively capture this second screen content sharing, 33Across created units specifically designed for tablet users. With the new Intent Impact Units for tablets, advertisers are able to capture signals of real-time intent to deliver an in-view, premium ad directly at the moment of a social share or search. These units were built with tablet users in mind with smaller, less obtrusive ads that enhance the overall experience on each premium publisher site.

Compared to analytics’ company Moat’s category norms, the 33Across Intent Impact Units achieve ratings of excellent in all categories, including viewability, in-view ad units, and universal action rates and times. Some key performance metrics of the new units are:

  • Tablet Intent Impact Unit v. Traditional Tablet: 3X increase in click-through rate (CTR)
  • Tablet Intent Impact Unit v. Desktop Intent Impact Unit: 2.5X increase in CTR

Content sharing during major events offers a new opportunity for advertisers to reach consumers. During major televised events, customers are increasingly using tablets to share information as it happens. With the Intent Impact Units for tablets, advertisers now have the ability to reach these customers at key moments of intent with in-view premium ads.

About 33Across

33Across is a leading advertising technology company, recently named the 70th Fastest Growing Company in America by Inc. Magazine. 33Across harnesses intent from billions of consumer search and sharing activities on more than 1 million publishers to deliver breakthrough advertising experiences and enhanced modeled audience solutions. The company works with half of Fortune’s 1,000 top companies, and has offices in New York, San Francisco, Los Angeles, Chicago, Sunnyvale and Boston. Learn more at www.33Across.com.

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