AI-driven technology company Connekt and Verance, a leading ATSC 3.0 Next Gen TV platform company, have partnered to develop the standard for interactive advertising formats to be delivered over the ATSC (Advanced Television Systems Committee) 3.0 standard. The effort will provide an end-to-end solution for networks, content owners and programmers to build and deliver a next-generation, on-screen experience for consumers that includes enhanced engagement and interactivity.
As part of the partnership, the Verance Aspect watermark technology will enable Connekt to deliver enhanced ads across all devices and distribution paths, including ATSC 1.0 and 3.0 Over-The-Air (OTA), Over-The-Top (OTT) and Multichannel Video Programming Distributors (MVPD), such as cable, satellite and telco services. Connekt has built tools that will allow media organisations to develop and deploy on-screen experiences for content, brands and advertisers.
The solution is designed to provide an easy transition to ATSC 3.0 for networks, and will open up new revenue streams and consumer experiences on television.
“As TV revenue models shift, Connekt provides technical solutions, tools and applications to allow networks, content owners and advertisers to retain and grow new revenue streams,” commented Mike Fitzsimmons, CEO of Connekt. “In fact, our existing technology has enabled many of the same experiences for TV that we are designing for ATSC 3.0. We are paving the way for the future of broadcast TV advertising, and Verance is the ideal partner for this collaboration.”
“ATSC 3.0 will allow us to bridge the consumer experience gap between linear and IP delivered TV content,” added Eric Anderson, chief partnership officer of Verance. “Verance Aspect provides consumers a more harmonised experience as we transition between ATSC 1.0 and ATSC 3.0 environments. At the same time, Aspect offers programmers, agencies and brands an open-market, open-standards based platform to ensure scalability and ROI for Next Gen TV experiences and enhanced advertising. We’re looking forward to working with Connekt to create and drive these compelling consumer experiences.”