So, where do the digital dollars go and how do they get budgeted? As recent research Gartner illustrates, while online display advertising/media still encompasses the largest portion of the digital marketing budget, it still only represents 12.5% of the overall spend.
The new ad platform pioneered by Innovid and Cisco will take a unique approach – targeting ads to users on the second screen based on keywords being mentioned on the first screen. By tapping into microphones on mobile devices, the platform can listen to the TV broadcast (first screen) and serve up mobile ads (second screen) related to the keywords mentioned in the broadcast.
