NAB 2012: DG Utilises Civolution For Dual-Screen Revenue
Ad management and distribution platform DG says that advertisers now have the opportunity to trigger advertisements on second screen companion devices based on live TV content, using Civolution’s SyncNow media interaction technology. The announcement positions DG as the first monetizable ad platform for dual-screen advertising in the industry.
The dual-screen video ad platform allows applications running on second screens to automatically recognize the content being played on the ‘first’ screen, the TV, and synchronize with it. Upon synchronization, specific and relevant content can be triggered to the second screen enabling consumers to benefit from enriched brand engagement, without any interruption to their primary viewing experience.
“We’re thrilled to offer advertisers the ability to seamlessly engage consumers simultaneously across multiple screens and devices. This collaboration is a tangible example of convergence in action, marrying the best of online and TV advertising,” said Neil Nguyen, CEO of DG.
The announcement follows collaboration between DG and Civolution, a leading provider of watermarking and fingerprinting solutions. To enable integrated advertising across multiple screens and devices, the platform leverages DG’s asset tagging and metadata, Civolution’s Automatic Content Recognition (ACR), and mobile video ad serving from MediaMind, a division of DG. Commercials broadcast by DG are automatically recognized in real-time using Civolution’s SyncNow – Smart Services and tapping into its extensive television monitoring infrastructure already in place.
“The integration of DG with Civolution means advertisers are now able to significantly enhance the time and ways consumers can interact with content in real-time,” said Alex Terpstra, CEO of Civolution. “Once you are able to synchronize the second screen with the main screen and develop multi-screen ad campaign strategies, you will create a wealth of lucrative opportunities.”