Sony Electronics has signed a multi-year deal with Ensequence that’s set to bring contextual advertising to a consumer’s living room. The first connected television sets to make use of Ensequence’s platform are due to be launched in early 2013, but 2011-12 models will also benefit after a software update.
Ensequence’s technology aims to help advertisers engage more easily with TV viewers by converting the passive viewing experience into active participation. Enhancements include clickable banners, landing pages, product request forms, coupons and surveys.
The platform is completely customisable, so advertisers can add their branding to Ensequence’s system. Audiences are made aware of the contextual content when a promotional “bug appears on their screens. The user can then click to launch the advertising material on the TV.
Connected TVs have been on the cusp of becoming mainstream for some time. Earlier this year a number of companies were incorporating gesture input, which led many to hypothesise that motion input-requiring adverts were just around the corner.
Intent to purchase on the up
Research by Ensequence has shown that by adding interactivity to broadcast TV, brand recall can increase by as much as 50% and intent to purchase rises up to 40%. Viewer interaction and repeat visits were also revealed to exceed 30% and 50% respectively.
US consumers will likely already be aware of Ensequence’s take on interactive television. The company combined its software with NBCUniversal’s London Olympics coverage earlier this year Verizon FiOS TV customers.
CEO of Ensequence, Peter Low, referred to the partnership as potentially bringing about television 2.0. "Connected TV is the next frontier for brand advertisers and TV shows producers, and Ensequence offers the most advanced products for transforming TV into a deeper, more engaging experience," he said.