US firm DG, a provider of advert management and distribution on digital and broadcast platforms, has collaborated with audio recognition specialist and Sony subsidiary Gracenote to create new ways for advertisers to deliver targeted advertising across connected TVs, tablets and smart phones.
The project will enable DG’s clients to dynamically place adverts into broadcast programming, and also involves synchronising adverts on tablets and phones with these dynamically-inserted TV adverts through audio and video fingerprinting.
“Being able to identify and dynamically insert TV advertising specific to each viewer is a tremendous opportunity,” said Ricky Liversidge , Chief Marketing Officer at DG.
“Content recognition technology is the key link to making interactive advertising a valuable reality for advertisers, broadcasters and other partners, and we are keen to collaborate with Gracenote, a recognised leader in this space.”
Editor’s view: The opportunity for delivering targeted ads on connected TVs and personal devices mesmerises many – Nielsen estimates that 40% of tablet and smart phone owners use their device while watching TV each day – but many have already tried and failed to capitalise on the opportunity.
The reasons for this revolve mainly around privacy concerns and the fact that consumers appear reluctant to interact with adverts – I for one struggle to imagine being induced to do so.
However, Nicolas Bry, SVP Digital at France Telecom’s innovation unit Orange Vallée, told us in a recent video interview (here) that he believes there are opportunities here, as people often search on their personal devices for products they have seen on TV.
This may well be true, but whether it represents the big opportunity that advertisers (and therefore operators) crave is another matter, at least for the present.