Gracenote and DG to take a crack at US second-screen targeted advertising

Audio recognition software company Gracenote has teamed with ad platform DG with the aim of delivering targeted advertisements through audio and video fingerprinting that automatically synchronises phones and tablets with advertising on the TV screen.

The new partners plan to create new opportunities for advertisers to tap into growing audiences with Smart TVs and second screen devices in the US.

According to Nielsen, 85% of tablet or smart phone owners use their device while watching TV at least once per month, and 40% report using their device daily. In addition, Smart TVs with Internet connectivity are expected to account for close to 85% of TVs manufactured by 2016. Gracenote and DG will take advantage of these growing trends in device connectivity and viewer behaviour to tailor advertising for specific viewers.

Gracenote, whose track identification software is used in iTunes and Spotify, has developed advanced audio and video fingerprinting technology that can identify what TV viewers are watching in real time.

This will provide DG’s network of advertisers and brands the ability to dynamically insert ads into broadcast programming targeted at specific viewers.

In addition, Gracenote powered Apps running on smartphones and tablets can automatically recognise and sync with TV programs and advertising on the prime screen, letting advertisers deliver relevant content to the second screen as well.

“Being able to identify and dynamically insert TV advertising specific to each viewer is a tremendous opportunity,” said Ricky Liversidge, chief marketing officer at DG. “Content recognition technology is the key link to making interactive advertising a valuable reality for advertisers, broadcasters and other partners, and we are keen to collaborate with Gracenote, a recognized leader in this space.”