Is real-time advertising finally coming to traditional TV?
Sony Corp's Gracenote, the music and video recognition technology company, has struck a deal with Invidi, a major addressable advertising technology company, that "can identify what TV programs and commercials viewers are watching in real time and determine which commercials should play next."
The companies say Gracenote's recognition technology, combined with Invidi's advertising system, can allow advertisers to select certain households and individual audience demographics and dynamically insert commercials to reach a specific audience.
Bruce Anderson, chief technology officer of Invidi, stated: "We believe Gracenote's technology combined with Invidi is a big leap forward in inserting real linear content that is most relevant to the end view."
Invidi has been involved in a bunch of addressable advertising tests with cable and satellite TV operators over the last several years. In 2010, Starcom MediaVest Group and Comcast Corp. worked on 60,000 home tests in Baltimore using Invidi technology. Invidi has also started up addressable ad efforts with DirecTV for local ad insertion, as well as Dish Network.
Invidi has some major media agency backing, such as Group M.
Separately, Gracenote also announced that it struck a deal with DG, an ad management and distribution platform, to create advertising efforts for smart TVs and second-screen devices, including TV ads that can be synchronized with phones and tablets through audio and video fingerprinting.
"Watching TV photo from Shutterstock"