Ad management platform DG has launched a new tool that can trigger advertisements on second screen companion devices based on live TV content. The dual-screen video ad platform allows applications running on second screens, such as smartphones and tablets, to automatically recognize the content being played on the ‘first’ screen, the TV, and synchronizes 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.
The technology uses Civolution’s SyncNow media interaction technology.
“We’re thrilled to offer advertisers the ability to seamlessly engage consumers simultaneously across multiple screens and devices. This collaboration is atangible 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 secondscreen with the main screen and develop multi-screen ad campaign strategies,you will create a wealth of lucrative opportunities.”