theibcdaily Monday 16.09.13 55 Connecting ads to in-store mDialog By Ian McMurray
Described as a reimagining of TV commercials with location- aware interactivity, using Apple Passbook and social network integration for content viewed on connected devices, mDialog’s adDialog is being demonstrated at IBC. Broadcasters and service
providers can now increase the value of their programming by offering brands the power of directly connecting the TV commercial to in-store purchasing, according to mDialog. adDialog provides the turnkey ability to synchronise the TV ad with the presentation of Twitter, Facebook and tap- through ads as well as support for Apple’s Passbook technology.
mDialog says that it has simplified both the user experience and the backend workflow required to deliver, track and measure geo-aware interactive special offers from TV ad presentation to in-store redemption.
“Our goal was to try and
reinvent the TV commercial and update it in the age of tablets
Fatstone inks four-year TV sports deal
Ericsson
Oslo-based Fatstone Media has signed a four-year contract with Ericsson for consultancy and playout managed services required to launch Fatstone’s outdoor action sports TV channel. “Ericsson was the right choice of partner, as it is a global company and already manages more than 1.5 million hours of broadcast TV in Europe every year,” said Ann-Mari Albertsen, CEO at Fatstone Media. “We felt that Ericsson can provide the flexibility and speed needed to meet the demands of our dynamic business environment. Our CTO, Gaute Kristiansen, worked with Ericsson’s broadcast engineers to draft a roadmap document covering the planned system and future service expansions in territories such as the US.” 1.D61
and smart phones and social interaction,” said Greg Philpott, founder and CEO of mDialog. "The challenge is to do it in a way that requires no effort by the viewer and doesn’t get in the way of the TV programming.
For example, while watching your favourite TV show on your iOS device, TV commercials that are adDialog aware, present the Passbook logo in the upper right of the screen. Tapping on the logo adds the special offer to
the Passbook app on your iPhone. It’s that easy.” “Screens have been connected for years more recently with two-screen experiences and even back to text-to-vote in TV programmes,” said Tom Eslinger, worldwide creative innovation director, Saatchi & Saatchi. “Now we can do it across distance,
context and device, and when you can time-shift, share and interact and manage it all easily, the fear factor of devices and complexity goes down. Hopefully we will see lots of innovative creative across platforms like mDialog and take the techie side and make it feel emotional and connective.” 5.B46
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