Call it over-the-top TV advertising. Companies including Shazam Entertainment, Invidi Technologies, IntoNow and Spot411 Technologies are pitching TV networks and advertisers on a new way to deliver interactive content to viewers — via smartphones and tablet devices, not through a cable or satellite set-top box. Shazam, whose apps identify songs based on their audio fi ngerprint, is making a big bet on TV. The Shazam app takes five to 10 seconds to identify the audio in a TV show or ad (which has been ingested and processed ahead of time), then offers various options to the user, such as calling the advertiser, watching a video clip or entering an e-commerce site. Since launching in February, Shazam for TV has reached more than 100 million people and served 5.5 billion impressions, according to executive vice president of advertising sales Evan Krauss. Advertisers that have aired “Shazamable” ad campaigns include Honda, Starbucks, Paramount Pictures’ Transformers 3, Procter & Gamble and Progressive Insurance. “Using remote-based interactive TV is more intrusive,” Krauss said. “We’re all sitting there on our couches with our iPads, iPhones and Android devices anyway.
Linear TV makes up the bulk of video ad dollars today, with about $160 billion worldwide being spent on broadcast advertising, compared to just $5.4 billion in IP-delivered video. But a rapidly growing number of connected devices will soon disrupt what we think of as TV advertising, by combining TV-sized reach with all the interactivity, targeting and analytics advertisers have come to expect from web video ads.
This isn't online video but it's an interesting evolution for standard TV advertising and a way for them to incorporate some interactivity... Have you ever used an app like Shazam? It’s some amazing stuff right? Well IntoNow does the same thing. It listens to TV programming and determines what it is. In this case, when it tags the Pepsi MAX commercial, the user is able to get the coupon code. The first 50,000 tags get the coupon which is instantly available on the iOS device and redeemable at Target and CVS. Basically it’s just a bar code to scan as a coupon...
Having introduced some innovative advertising concepts to the ‘traditional’ TV industry at IBC last year, justAd.TV is now helping content owners to monetize free content on connected TV devices. The company’s new software development kit means content owners can easily introduce VOD-friendly formats like interactive banners that display when viewers press ‘pause’, ‘stop’ or ‘fast-forward’ on Samsung and LG connected TVs and the Apple iPad. Support for Philips connected TVs and Android based devices will follow shortly... ...The justAd.TV advertising system already enables both Pay TV providers and broadcasters harnessing hybrid broadcast broadband capabilities to apply Internet-style advertising to non-linear entertainment. The ads can be fully interactive if a set-top box has a browser. ...the content owner can harness the justAd.TV SDK to make advertising part of their video app for the connected devices. They can then serve targeted advertising and make use of a cloud based ad server and campaign manager, which enables access to all stages of the advertising value-chain.
Netflix doesn’t just want to compete with traditional pay TV networks like HBO, Showtime and Starz – it wants to change television forever. The company envisions a future for TV in which old-fashioned things like ratings, schedule and recaps simply don’t matter anymore.
Targeted-ad solutions vendor Invidi Technologies has spent two years quietly developing a tagging system, dubbed SnapPing, that promises to let TV advertisers and networks deliver interactive experiences -- without having to go through a set-top box. Invidi's SnapPing uses an on-screen "SnapTag" to indicate that there is interactive content associated with the TV show or ad. Then, using a phone or tablet device with the SnapPing app, a user identifies the tag using audio, text, voice or image recognition to link to the desired information.
...The problem is that VOD historically isn’t well tracked or monetized. To get the networks on board, Comcast has had to roll out new features and capabilities that take care of both of those issues. On the reporting front, Comcast is working with Nielsen to get its VOD viewership counted under the same C3 or C7 ratings that are used to track live and on-demand viewing on DVR. That provides broadcasters a “currency” through which they can sell adds against new episodes that appear on VOD shows. Comcast has also been working hard on solving the advertising problem. Until recently, VOD ads were stitched into the video file itself, which provided limited opportunity for monetization. Now Comcast has dynamic ad insertion, which enables content owners to sell new ads against the shows they’re making available through the VOD service. And it’s taking the ad game a step further by providing targeting that isn’t available for most linear broadcasting. Comcast is also allowing broadcasters to disable fast forwarding through advertisements. The combination of unskipable ads and Nielsen reporting make VOD viewership almost like live TV — which could be a good thing for programmers. Not only could expanded VOD options increase overall viewership and introduce viewers to new shows — thereby potentially increasing linear viewership — but it could increase overall monetization.
Countless apps on the iPad and iPhone use ads for monetization. However, if you bring those apps to the TV, these overlay ads might appear up on top of traditional broadcast content, which is a plan that some broadcasters really don't like at all.
Increased online TV and online film viewing have driven internet ad revenues to a new high in the US, with record figures for both Q4 and the full year of 2010, according to the Interactive Advertising Bureau (IAB).
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