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Advancing Advanced Advertising: Q&A With Connekt's Tripp Boyle

The world of advanced advertising continues to innovate. Take the example of Connekt, which makes use of AI to dynamically insert interactive advertising in content and synchronize with T-commerce and ecommerce. 

According to Tripp Boyle, the company’s senior vice president, sales strategy and business development, Connekt is also offering the first-ever voice-activated, national TV ad campaign, which was recently showcased at CES. 

Charlene Weisler: What is your definition of advanced TV?

Tripp Boyle: Advanced TV is what defines today’s TV ecosystem.  The proliferation of connected smart TV devices (now active in 74% of U.S. TV households) be it through HD streaming content, TV everywhere technology, the advent of t-commerce, addressable linear and VOD opportunities and more means that TV is more advanced than ever and will continue to evolve.

Weisler: What are the most critical data points in advanced advertising?

Boyle: Factors vary campaign to campaign.  Right now in advanced TV advertising, we’re seeing data like location, HH demographics, and context bubble to the surface in terms of activation prioritization.  

Enabling dynamic local messaging on top of national ad spots, highlighting different products from the same brand depending on household profile, or keying in on a specific offer tied to a precise moment on the television within ads or programming are some of the most common use cases.

Weisler: Describe your solutions for an ecommerce project.

Boyle: Our ecommerce solution is an outsourced, multi-channel, white label storefront that offers  clients a new channel of revenue without the traditional funds and manpower needed to set up an internal site.  Connekt handles the back-end technology, product development, merchandising, marketing, fulfillment of orders and customer service. For example, we recently announced the launch ShopABCTV.com. 

With our ongoing partnership with ABC, Connekt’s platform supports every aspect of the network’s ShopABCTV.com by managing site hosting and web development. We also create official brand gear for its franchises, including apparel, drinkware, home goods and collectibles. 

Once a viewer purchases a product, Connekt then fulfills the order, ensuring that the item is processed and delivered, and all customer service inquiries are met. Connekt is introducing a future where viewers will be able to purchase items with their remote or voice through our owned and operated ShopTV smart TV application, which is currently available on Sony, LG and Hisense smart TVs. 

Weisler: Can you talk a little bit about your recent patent? 

Boyle: Our patented technology gives audiences the ability to interact with, research and purchase items viewed on TV and video, in real-time.  When an ad is displayed on screen, viewers can purchase directly through a wide array of devices, such as remote controls, phones and voice-activated assistants. 

Weisler: Do you collect data? If so, how do you use it?

Boyle: The non-PII data that we gather is centered on viewership, attention, and engagement at the device level.  Our data helps identify who’s watching, what content, for how long, on what networks, and who’s engaging, at what time, to understand who is most receptive to a message.  

We share that anonymized data back to our advertising partners to help as a planning tool. We also build audience segments around that data.

 

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