Civolution and Applicaster have integrated technologies to allow broadcasters to launch second screen activities synced with content and ads being watched on TV – both live and on-demand.
The move hopes to enable broadcasters to offer “true interactive” TV shows and advertising campaigns that make use of second screening to engage viewers with content and brands in a “fun and rewarding way.”
Applicaster, a provider of broadcast solutions for cross-screen TV experiences, maximises second screen functionality to boost TV ratings via a variety of tools, including FEED, which is an aggregated timeline of all show-associated broadcaster activities combined with social elements – such as comments, photos and tweets.
The synchronisation between the TV content and app will rely on Civolution’s SyncNow, which automatically identifies TV shows and adverts in real-time, meaning that within seconds of an advert or a specific content segment starting on TV, a digital ad – or any other relevant engagement – will appear on the viewer’s second screen app.
“This successful integration with Civolution resolves two major challenges in relation to TV programming: recreating the live-feel to non-linear and long tail content, and retaining viewer attention and engagement levels during commercial breaks,” said Liron Deutsch, VP corporate development, Applicaster.
“With the real time triggering of unique and creative brand and content related activities – broadcasters, content owners and brands can bridge the attention gap and offer continuous cross-platform engagement and meaningful second screen activities.”
Civolution’s SVP watermarking solutions, Jean-Michel Masson, added: “By linking TV and broadcaster companion apps, we now offer the ability to re-capture viewer attention and create compelling ad campaigns and programs on dual screens.
“Civolution enables advertisers, broadcasters and TV show producers to present consumers with related and complementary content and brand messages on the app, exactly in sync with what’s being watched on TV, even in case of time-shifted viewing.”
