British-Dutch multinational oil and gas company Shell has teamed up with global media agency MediaCom and TVTY, a moment marketing company, to pilot a technology that targets consumers who second screen on YouTube during TV ad breaks.

Shell will launch a real-time YouTube campaign to build awareness for its Fuel Rewards programme. By working with Shell’s media agency MediaCom, TVTY will serve in-stream YouTube video whenever it detects a Fuels Rewards programme or competitive TV spot.

“Rewarding customers for their loyalty to Shell with an everyday offer is a positive message that we want to convey. It’s a unique opportunity to be able to serve that message just as a competitive ad is running,” said Anna Bellamy, US advertising manager for Shell Retail. “That’s great for us and offers more options for consumers.”

TVTY says that its real-time technology monitors TV ads on ‘more than 400 channels in 25 countires’, and uses a combination of automated video fingerprinting and human analysis to trigger ads on YouTube.

“As media consumption and delivery continues to evolve, it’s important that brands and agencies stay on the cutting edge of innovation to ensure their clients’ messages reach consumers during the most opportune moments,” said Eliott Relihac, TVTY CEO.