C4 and Capablue: Second screen ads are the future

Capablue, a specialist in TV Everywhere solutions, has been working with Channel 4 to create a proof of concept that explores the potential of future advertising formats. The interactive advertising application uses the second screen to provide the broadcaster with a more sophisticated and less intrusive way of showing ads and interacting with viewers.

Having developed the proof of concept in close collaboration with Channel 4, Capablue used its cloud-based Connected framework to build a plug in solution that uses audio watermarking to synchronise with linear broadcast. This ensures the two devices are synchronised no matter when the programme is viewed, taking into account +1 channels, time shift, PVRs, etc. Capablue also created and developed the user experience and design elements for the entire project to extend the Channel 4 corporate and channel brands to tablets and smart phones.

“Second screens are set to play a huge part in the future of broadcast advertising because they can be used to create a deeper engagement between content and viewers,” said Capablue CEO Tom Cape. “We have been working very closely with Channel 4 to create a proof of concept that does just that. It encourages the viewer to interact with a brand by delivering a much more sophisticated advertising experience that pushes content straight to the consumer in a non-intrusive way. It’s exciting to see such a future-thinking project like this come together and to play such a big part in it. This is truly a ‘first’ for second screen innovation.”

The proof of concept was showcased to 400 advertising and media executives at the Channel 4 Upfronts in London last week. Each was given an iPad to witness the live demonstration.  They all played along to a micro game, which was part of an ad that popped up on their screens. The in game scores were fed to a live leader board.
“It’s important for us as a broadcaster today to think about how we engage with our viewers across all screens. In the connected world we need to create the best TV experiences for them no matter where they are.  By doing this it also enables our advertisers to engage with those viewers in a more targeted and interactive way. Capablue understand this and has created a proof of concept that works for us, our advertisers and most importantly our viewers. It’s clear from the positive response to the demo at the Upfronts last week that this kind of solution is what the advertising and media industries are after,“ said Carl Read, Digital Leader at Channel 4.

How the app works:
- The viewer is watching Channel 4 on linear TV whilst also having a second screen ‘companion app’ open. For example, a Made in Chelsea app for a tablet or smartphone.
- When the channel goes to a commercial break there is a non-intrusive overlay that appears on the app as a result of a corresponding advert.
- The user can choose to engage and interact with this overlay which will then launch to full screen.
- Within the ads on the app the user can register for a discount, play along with games,  buy directly, share with social media networks, reserve an item , book a test drive, etc.
- Once the engagement is complete the user remains within the original second screen application.

Following the success of the live demonstration at the Channel 4 Upfronts, Capablue is continuing to work with the broadcaster to look at how this could become part of its future advertising offer.

Posted by on Nov 29 2012. Filed under Ads, Advertising, app, Articles, Consumer Behaviour, Portable Media, Targetted.

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