Cognitive, DG Team On Interactive TV Ads

Cognitive Networks and DG have struck a technology partnership that aims to streamline the delivery of enhanced/interactive advertising to connected televisions.

Under the agreement, Cognitive’s platform, which relies on automatic content recognition, identifies ads on TVs and uses DG’s MediaMind digital campaign management platform to automatically display an on-screen option for consumers to launch an extended, interactive component on-screen.

The interactive ad combo, which delivers call-to-action and interactive elements using HTML5 ads served from the DG platform, works across time-shifted (video-on-demand and DVR-recorded) content as well as live TV, the companies said.

DG and Cognitive Networks said they expect to see the first interactive TV campaigns launch in the US in early 2014.

"Connected TV Interactive advertising is no longer limited to ads on the home screen, a program guide, or tied to specific pay-TV operators," said Cognitive CEO Michael Collette, in a release. "Advertisers are now capable of delivering customized interactions through enhanced functionality while increasing the value of traditional TV advertisements."

"The beauty of this technology is that it's natural for the user. It works on any spot in any viewing environment - live or time shifted - with standard HTML5 creative," added DG chief marketing officer Ricky Liversidge.

LG Electronics is the first announced TV maker to integrate Cognitive’s cloud-based, enhanced television platform. Its Engage platform uses ACR triggers to serve up interactive elements, such as ads and in-show polls and quizzes.  Early on LG is using Cognitive’s platform in newer Smart TV models to support “SHO Sync,” an app from Showtime Networks that delivers interactive features that sync up with live, on-demand or DVR-recorded versions of original series such as Dexter and Ray Donovan.