Cable Technology Feature Article
Gracenote Partners with DG for Targeted Advertising across TVs, Tablets and Phones
By Mandira Srivastava, TMCnet Contributor
The market for mobile phones has increased substantially. These days, smartphones and tablet computers have become the new tool to promote products by advertisers.
Companies are investing a significant amount in mobile advertising.
Considering the still rising potential of electronic information, Gracenote (News - Alert), a wholly-owned, independent subsidiary of the Sony Corporation of America (SCA), has teamed with DG (DGIT), a global ad management and distribution platform, to create new opportunities for advertisers to tap into growing audiences with Smart TVs and second-screen devices.
Both companies are working together to deliver targeted advertisements and ads that automatically synchronize phones and tablets with advertising on the TV screen, through audio and video fingerprinting.
Nielsen finds that 85 percent of tablet or smartphone owners use their device while watching TV at least once per month, and 40 percent report using their device daily.
In addition, Smart TVs with Internet connectivity are expected to account for close to 85 percent of TVs manufactured by 2016. Gracenote and DG are working on trends in device connectivity and viewer behavior, providing brands with new ways to tailor advertising for specific viewers.
"Being able to identify and dynamically insert TV advertising specific to each viewer is a tremendous opportunity," said Ricky Liversidge, chief marketing officer, DG. "Content recognition technology is the key link to making interactive advertising a valuable reality for advertisers, broadcasters and other partners, and we are keen to collaborate with Gracenote, a recognized leader in this space."
DG operates the largest global advertising management and distribution network, counting the top broadcast and online media in the U.S. as customers.
Stephen White, president of Gracenote, said in a statement, “These new capabilities to target advertising and synchronize the TV and second screens will completely shift the way advertisers think about targeting promotions and will bring real value to brands and TV viewers alike."
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Edited by Braden Becker