Gracenote teams with interactive TV ad companies

The technology will allow the two companies to make linear TV ads and programming more interactive with transactional elements such as special offers, discount codes and other promotions.

The ACR tech is currently used on 25m smart TVs across eight global brands. It identifies ads in real-time using frame-by-frame image recognition. Once an ad is identified, Connekt and Ensequence can instantaneously deliver a graphical overlay that corresponds with the traditional TV advertisement.  

Kelly Abcarian, senior vice-president, product leadership for Nielsen, said: “Opportunities to enhance TV advertising with interactivity are limitless. The beauty of Gracenote’s video ACR technology is that it can recognise any live, on-demand or pre-recorded content and advertising that appears on the TV, and trigger interactive overlays that harness the full potential of connected televisions.”