DG (NASDAQ: DGIT), 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."