Gracenote, a Nielsen company, has agreed deals with two leading interactive TV advertising providers, Connekt and Ensequence, to use Gracenote’s Video Automatic Content Recognition (ACR) technology to bring new interactive capabilities to linear TV ads and other programming.
By leveraging Gracenote’s patented Video ACR technology, which currently powers 25 million Smart TVs across eight global brands, marketers will now be able to present special offers, discount codes or custom promotions tied to their products and services and drive deeper consumer engagement with their brands. Gracenote technology identifies ads in real-time using frame-by-frame image recognition. Once an ad is identified, Connekt and Ensequence can instantaneously deliver a graphical overlay that corresponds with the traditional TV advertisement.
“Opportunities to enhance TV advertising with interactivity are limitless,” said Kelly Abcarian, SVP, Product Leadership for Nielsen. “The beauty of Gracenote’s Video ACR technology is that it can recognise any live, on-demand or pre-recorded content and advertising that appears on the TV, and trigger interactive overlays that harness the full potential of connected televisions. The partnerships with Connekt and Ensequence will help consumer brands, major networks and content producers realise the value of real-time content recognition to engage users and drive greater ROI for their linear TV campaigns.”