It’s coming to light that us internet users are starting to realise our surfing interests can be both monitored and used to determine what adverts we see on the web. Now the same monetizing techniques are starting to be used in television.
Technology enterprise GraceNote is beginning tests on a new piece of tech entitled “full ad replacement”. It will help broadcasters provide a variety of ads to homes with TVs that are internet-connected derived on the viewers’ demographic data and viewing patterns.
GraceNote’s President Stephen White spoke to The Guardian and said “There’s an opportunity to go out and look to see if there’s a more appropriate advertisement for you than the one being broadcast, using the information we have about you – most of which is gathered when you set up the TV and register it.”
“If we tie that information in with what the ad-decisioning platforms know about you – which are very rich sets of content pulled from public databases, typically 100-200 different items – the technology can decide that there’s a better ad for you than the one that’s about to be shown and overlay it over the broadcast.”
White explained an example of brands perhaps wanting to show different ads for different audiences, e.g. Volkswagen may show a people-carrier/mini-van to a family, whilst showing one of their sport vehicles to a young, single male and/or female – and possibly not showing certain adverts to some demographic brackets.
GraceNote Presents Technology to Broadcasters
GraceNote have began presenting their technologies to broadcasters as “an uplift to their current sell” as it will have the capability to focus in on precise sections of TV viewers: “Target the world, it’ll cost you X. If you want to target a specific demographic, it’ll be X plus Y” White said.
“Almost 100% of the US broadcasters are working with us on this. There’s universal excitement and acceptance of the idea that they can target, and that broadcasters can control that targeting” he elaborated.
“It’s about to go into live trials in the US, and we’re planning to hold trials in Europe next year, in the late spring or early summer time. We’re hoping to have this in the market with OEMs (TV manufacturers) next spring.”
Profiling Through Video Fingerprinting Technology
GraceNote are bringing forward video fingerprinting technology, which full ad replacements will depend on. The technology can be had to monitor shows viewed by each household, to establish their viewing outline in GraceNote’s records. “We can understand what the user is doing and start to profile them: if cartoons are on at 10am, it’s probably a young child. If it’s soap operas in the afternoon, a stay-at-home mom. And if it’s sports all day, it’s more likely to be a twenty something guy” White commented.
“Then we can start to do interactive overlays of content on top of the broadcast stream, from polling for news or political shows through to extensions of advertisements, or putting up recipes for cooking shows. Anything a broadcaster wants to do with that space, including full ad replacement.”
GraceNote’s proposal to the TV and consumer electronic organisations shows full ad replacement as a winning product; companies can improve their TV advertising goals, broadcasters could charge more for the accurate targeting and TV developers can divide the income. But making this clear to viewers could be a difficult discussion.
Source: The Guardian