December 10, 2012
Audible Magic and Ensequence to Create an Integrated Platform for Interactive Advertising
By Frank Griffin
TMCnet Contributing Writer
Advertisers are having a hard time engaging their consumers with traditional promotion. Print, radio and television are not getting the same ROI as they did in the past. The Internet, smartphones, tablets and even smart TVs have dramatically changed how people consume information and entertainment. Audible Magic and Ensequence (News - Alert) are hoping they will be able to create new advertising opportunities for companies by engaging consumers across these platforms.
Consumers want an interactive experience not only with the entertainment they watch, but also with the advertising. A Harris survey revealed a high percentage of TV viewers were interested in an interactive experience:
- 56 percent use the Internet for video entertainment;
- 58 percent would like to request free samples during commercials;
- 73 percent want a two way interaction with TV advertising; and
- 79 percent want an interaction with the content being televised.
SmartID from Audible Magic (News - Alert) and iTV Manager Solutions from Ensequence are able to provide an immersive experience for all the content they view. It will give advertisers the ability to create one-on-one experience for multiple device applications. Whether someone is using a laptop, TV, tablet or smartphone they will be able to interact as little or as much as they want.
“The new, more interactive, more deeply engaged TV viewing environment isn’t on the horizon; it’s here. And Ensequence's iTV Manager® solution is playing a key role in turning the promise into a reality that’s exciting for viewers and potentially much more profitable for advertisers. In fact, the integrated product’s ability to recognize TV commercials and create one-on-one viewer engagement in real time is like a dream come true for these advertisers — their Holy Grail,” said Vance Ikezoye, President and CEO of Audible Magic.
Ensequence customers include some of the largest organizations in the broadcast media and entertainment industry including ESPN (News - Alert), NBC, HBO, Comcast, Time Warner Cable, Dish Network, Verizon and many others. The company creates and distributes advertising and programming with an interactive approach across many different platforms. By combining Audible Magic’s digital fingerprinting for content recognition they will be able to offer advertisers more metrics to gauge the success of their campaigns and ROI.
“The SmartID and other Audible Magic ACR solutions are already integrated into many applications, and the company has proven its ability to scale to support the size of the audiences and meet the evolving needs of service operators and television networks. Audible Magic’s rich, mature technology ensures that—together—we will deliver a robust, reliable solution.” added Aslam Khader, Ensequence Chief Technology and Product Officer.
Social media have proven that the consumer wants to engage with the brand of his or her choice, and interactive advertising is an extension of the evolution taking place with the available technology.
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Edited by Rich Steeves