Yahoo on Monday announced an expanded, multi-year deal with Samsung to integrate the Web portal’s connected TV service into the manufacturer’s smart TVs.
The agreement will combine Yahoo’s SoundPrint audio fingerprint technology with Samsung’s SyncPlus platform, allowing real-time identification of live or recorded, cable, broadcast and satellite television.
Through Yahoo’s "broadcast interactivity" platform, Samsung smart TV owners more broadly receive interactive content that complements TV shows and commercials they are watching and is accessed via a remote, tablet or phone.
TV programmers can provide content like trivia, additional show insights, commerce or gaming to increase engagement. Showtime Networks and the National Geographic Channel are two of the initial programming partners working with Yahoo.
The service also allows advertisers to embed calls to action like downloading apps, offering coupons and ordering samples into traditional 30-second spots.
In addition to Samsung, Yahoo has previously entered into partnerships with manufacturers including Sony, LG, Vizio and Toshiba to support its connected TV offering. An NPD Group study released in September found more people are watching Internet video on TVs than computers.
Netflix’s instant streaming service was the most popular app for getting online video through TV. The research firm also said about 10% of American homes have at least one connected television.