Launched in partnership with leading interactive TV advertising providers, Connekt and Ensequence — who serve major consumer brands, major broadcast networks and content producers by enabling interactive experiences — the new functionality presents special offers, discount codes and custom promotions tied to linear advertising campaigns right on the TV screen. The new Gracenote Video ACR technology identifies ads in real time using frame-by-frame image recognition and once ads are identified, Connekt and Ensequence instantaneously deliver graphical overlays enhancing the TV spots and driving consumers to action.

Connekt and Ensequence will manage all advertising relationships, creative direction and overall execution of the campaigns for their clients, including defining campaign goals and user calls-to-action. Gracenote Video ACR will automatically identify TV ads, inform partners when to trigger interactive ad overlays and help to measure the campaign results.

One typical use case drawn out by Gracenote is where automakers could enhance existing TV spots by adding interactive overlay creative that presents nearby dealership addresses, localised incentives or promotional discounts for car service. Additionally, brands could dynamically tie in social media elements, sponsorships or couponing to further enhance their messages.

“Opportunities to enhance TV advertising with interactivity are limitless," said Kelly Abcarian, SVP, product leadership for Gracenote parent company Nielsen. “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. The partnerships with Connekt and Ensequence will help consumer brands, major networks and content producers realise the value of real-time content recognition to engage users and drive greater ROI for their linear TV campaigns.”