CES 2013: DG and Audible Magic Unveil Synchronized Ad Service at CES

written by: Richard Kastelein

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DG, one of the world's leading ad management and distribution platform, and Audible Magic, the leading provider of automated content recognition (ACR) technologies, today announced an interactive advertising service that ties together TV commercials and smart mobile devices. Using Audible Magic's SmartID ACR system, an advertiser's commercial is recognized on a TV, which triggers complementary interactive experiences on a second screen mobile device, using DG's MediaMind digital advertising platform.

Conceived by DG, the service was designed from the ground up to be integrated into the company's existing TV and online platforms, eliminating the need for advertisers and agencies to enlist numerous third parties and manually manage and execute synchronized campaigns that work across apps, and across both live and time-shifted viewing environments. With today's announcement, publishers and mobile developers now have a single solution that bundles DG's MediaMind ad serving platform with Audible Magic's SmartID ACR technology to offer an entirely new set of premium inventory to any of the thousands of brands currently working with DG.

According to Nielsen, 85% of smartphone and tablet users use their devices while watching TV. And Gartner estimates more than 1 billion new smartphone and tablets will be purchased in 2013. On the heels of such momentum, consumers can now engage with television advertising in a very new way. The benefits of synchronized ads go far beyond additional brand visibility. Advertisers can tailor the second screen message to drive a call to action, improve brand awareness through sharing or increase brand engagement by crafting rich, mobile ad experiences tied directly to specific spots of the TV ad campaign.

"Simultaneous mobile/tablet usage while watching TV is a double-edged sword for marketers," said Jeremy Lockhorn - VP, Emerging Media at Razorfish. "People may be hyper-engaged with the content and advertising or they may be distracted. In either case, the kind of sync'ed ad delivery that DG is enabling can be a benefit - reinforcing a brand's message and driving interaction for those people co-viewing, and potentially re-capturing some of those people distracted by unrelated multitasking. Early experiments we've conducted demonstrate great promise and we're eager to continue the exploration."

"Content recognition technology is a critical link in turning the promise of interactive advertising into a valuable reality for advertisers, broadcasters and other partners in the mobile ecosystem," said Ricky Liversidge, Chief Marketing Officer, DG. "Digital fingerprinting is at the forefront of second screen technologies, which Audible Magic has pioneered. The Smart ID system has been adopted by so many of the leading companies in the entertainment, mobile and technology sectors that it was an easy decision for us to form a partnership with them and bring such a service to market."

"DG is enabling something remarkable here," said Jay Friedman, VP of Marketing for Audible Magic. "It is synching TV ads with corresponding mobile experiences in a fully integrated manner within its comprehensive MediaMind platform. DG is already a dominant player in both TV and online advertising solutions. Now, with the ability to take advantage of the TV-mobile advertising connection more fully, it is poised to deliver its advertising and agency clients a great deal more."

CES attendees are welcome to experience the reality of second screen advertising with a demo at the Audible Magic booth #75314 in Eureka Park, located in the Venetian in Las Vegas, January 8-11, 2013.

 

About the Author

Richard Kastelein
Founder of The Hackfest, publisher of TV App Market and global expert on Media & TV innovation, Kastelein is an award winning publisher and futurist. He has guest lectured at MIT Media Lab, University of Cologne, sat on media convergence panel at 2nd EU Digital Assembly in Brussels, and worked with broadcasters such as the BBC, NPO, RTL (DE and NL), Eurosport, NBCU, C4, ITV, Seven Network and others on media convergence strategy - Social TV, OTT, DLNA and 2nd Screen etc.

He is a Fellow of the UK Royal Society of Arts (RSA) and UK Royal Television Society (RTS) member.

Kastelein has spoken (& speaking) on the future of media & TV in Amsterdam, Belfast, Berlin, Brussels, Brighton, Copenhagen, Cannes, Cologne, Curacao, Frankfurt, Hollywood, Hilversum, Geneva, Groningen (TEDx), Kuala Lumpur, London, Las Vegas, Leipzig, Madrid, Melbourne, NYC, Rio, Sheffield, San Francisco, San Jose, Sydney, Tallinn, Vienna, Zurich...

He's been on advisory boards of TEDx Istanbul, SMWF UK, Apps World, and judged & AIB awards, Social TV Awards Hollywood, TV Connect & IPTV Awards.

A versatilist & autodidact, his leadership ability, divergent and synthetic thinking skills evolved from sailing the world 24000 miles+ offshore in his 20′s on sailboats under 12m.

He spent 10 years in the Caribbean media & boating industry as a professional sailor before returning to Europe, to Holland.

A Creative Technologist and Canadian (Dutch/Irish/English/Metis) his career began in the Canadian Native Press and is now a columnist for The Association for International Broadcasting and writes for Wired, The Guardian & Virgin. His writings have been translated into Polish, German and French. 

One of Kastelein's TV formats was optioned by Sony Pictures Television in 2012. 

Currently involved in a number of startups including publishing TV App Market online, The Hackfest and Tripsearch TV. As CSO for Worldticketshop he helped build a $100m company.

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