Gracenote is teaming with INVIDI, a specialist in advanced television advertising solutions, to develop an addressable advertising system that can identify what TV programmes and commercials viewers are watching in real time and determine which commercials should play next.
Typically TV viewers experience the same commercials regardless of their household needs, income or unique profile. Gracenote will shift this paradigm by bringing the same targeting capabilities common with Internet advertising to viewers in the living room. Gracenote is combining its audio and video fingerprinting technology, which identifies what viewers are currently watching, with INVIDI’s addressable television technology software, which can determine which ads to target to specific audiences.
Gracenote will tap into INVIDI’s ad decisioning engine to allow advertisers to select certain households and individual audience demographics and target them with specific commercials, giving them a measurable way to place television advertising in front of a desired audience, while increasing advertising inventory and revenue opportunities for broadcasters. The combination of Gracenote recognition technology with INVIDI ad decisioning will provide advertisers the ability to dynamically insert ads into broadcast programming to better reach the preferred audience.
“We are entering a new era of television advertising, where focus and relevance rules,” said Stephen White, president of Gracenote. “This partnership with INVIDI allows us to deliver an addressable advertising solution that will change and enhance the TV advertising experience, as well as allow media planners to execute and monetize their advertising campaigns to maximise their ad opportunities.”