Nielsen’s Gracenote is teaming with two interactive TV ad providers to bring interactivity to linear TV ads and other programming as well.
Through the company’s new partnerships with Connekt and Ensequence and Gracenote’s Video Automatic Content Recognition (ACR) technology, marketers should be able to customize ads to present special offers, social media elements, sponsorships, discount codes or promotions.
Gracenote says its technology identifies ads in real time using frame-by-frame image recognition, and then it lets Connekt and Ensequence drop in a graphical overlay that corresponds with the traditional TV advertisement.
"Opportunities to enhance TV advertising with interactivity are limitless," said Kelly Abcarian, senior vice president of Product Leadership for Nielsen, in a statement. "The beauty of Gracenote's Video ACR technology is that it can recognize any live, on-demand or pre-recorded content and advertising that appears on the TV, and trigger interactive overlays that harness the full potential of connected televisions. The partnerships with Connekt and Ensequence will help consumer brands, major networks and content producers realize the value of real-time content recognition to engage users and drive greater ROI for their linear TV campaigns."
The new capabilities announced in the partnerships with Connekt and Ensequence fulfill the strategy laid out by Nielsen when earlier this year it completed its acquisition of Gracenote.
"Bringing Gracenote under the Nielsen umbrella creates an industry-leading media discovery, metadata and measurement business strongly positioned as the market shifts to greater personalization," said Karthik Rao, president of Expanded Verticals at Nielsen, in a statement. "This acquisition combines Nielsen's audience measurement and analytics with Gracenote's data and technology, providing clients with deeper resources to capture consumer engagement across the evolving content ecosystem."