Collective, Inc. Bolsters Multiscreen Solution

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Collective Today Wins Patent for Technology Linking Television to Digital

Collective, Inc., which uses data and technology to connect brands to their most valuable consumers, announced today that it was granted U.S. Patent 8,949,890 by the US Patent and Trademark Office. The newly patented technology protects the company’s offering and reinforces their expertise in multiscreen advertising.

The proliferation of digital devices and consumers’ evolving media consumption habits, whether they’re second screening or viewing their favorite show on a PC, smartphone or tablet, have made it increasingly difficult for marketers to reach their target audience. In 2014, consumers spent nearly an estimated 25% of their day on mobile devices alone. “This patent addresses one of marketers’ most pressing needs,” said Collective CEO Joe Apprendi. “And it allows marketers to measure the effectiveness of their coordinated multiscreen campaigns.”

The technology covered in U.S. Patent 8,949,890 targets online advertisements to consumers based on their TV viewing habits by anonymously linking linear television data to digital across multiple screens. It enables marketers to efficiently increase the reach and frequency of their campaigns by synchronizing ads across multiple devices, while reducing the waste and expense often associated with incremental reach in traditional TV. In a recent Nielsen study it was found that when 15% of a TV budget was shifted to digital video, there was an increased incremental reach of 4.2% for the same spend. The technology allows marketers to choreograph that shift into digital, driving savings on inefficient TV spend. When bundled together with Collective’s programmatic buying platform, marketers will have a true, coordinated multiscreen solution versus disconnected silos.

Collective, which currently has the largest television viewing data pool in the marketplace through multiple TV data providers, plans to continue growing its reach through various vendor partnerships. The company launched TV Accelerator, the groundbreaking TV solution that utilizes this technology, in 2011.

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James Hercher
The Rosen Group
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