Betika aimed to reach the audience when there is a maximum probability of finding them online – during ad reaks on TV when the audience is likely to engage in cross – media consumption. The strategy was to leverage the small window of opportunity when the audience is distracted by the TV by reaching them on a econd screen in real time. Betika reached this audience by syncing its’ digital campaign with its own TV ads nd selected TV shows – not only did this ensure breaking the mainline to online journey of the audience for the competitor, but also aided to increase Betika’s own audience engagements.