April 2014
www.tvbeurope.com
11% of people use social networks while watching television, while 3% interact directly with programmes via apps
synchronisation. In its simplest definition, ACR technology gives a device such as a tablet, smartphone, or smart TV the ability to become ‘content-aware’ and ‘know’ what is being watched or heard. By being content-aware,
the connected device can make use of the broadband connection to retrieve related material.
Synching the campaigns We’ve seen that many viewers use second screens, but do broadcasters
TVBEurope 33 The Workflow
need to do more to educate in the use of the technology? “Maybe, but not hugely,” states Lindsey Clay, chief executive, Thinkbox, the marketing body for commercial television in the UK. “It is a pretty intuitive activity
anyway and the broadcasters are doing well, alerting viewers to second screen opportunities and encouraging them to get involved. There are also warm-up ads for things like Shazam, letting viewers know to get ready for an
Andy Nobbs, chief marketing officer, Civolution
Lindsey Clay, chief executive, Thinkbox
the Games. However, they have used their first screen — both BBC1 and BBC2 — to market the app and drive awareness.” But which comes first, the app or the content? “We are the creator of the apps
for the content owners,” explains Bresnan. “Whilst we are heavily involved in strategy, ultimately we are asked to develop the app around the content, but always with the user experience in mind.” He reports there have been a
number of content owners who possess a great platform and technology roadmap, but with low audience and engagement levels due to poor content. “Conversely we have met content owners with amazing material, but offering a poor or bug-filled user experience, which is only available on one or two devices that no one watches. The goal is to have both engaging content available on a great delivery platform with a fantastic user experience that everyone watches.”
Synchronising is key Another company heavily involved with making the technology work is Netherlands-headquartered, Civolution. “We provide an extensive portfolio of digital solutions for media interaction — that is TV-synchronised experiences for cross-screen applications and smart devices, media intelligence and media protection,” explains Andy Nobbs, chief marketing officer. Both audio watermarking and fingerprinting are key ACR (Automatic Content Recognition) technologies used for cross-screen
MEDIORNET 2.0 More info? NAB C4937
www.riedel.net
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