Connekt debuts t-commerce ad platform | Ad Tech | News | Rapid TV News
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In-content advertising and data science company Connekt is emerging from stealth mode to unveil its TV advertising and commerce technology.

conneckt 4 oct 2017Powered by an in-content transactional advertising engine using artificial intelligence (AI), Connekt allows interactivity with TV ads and content in real time and provides consumers with an instant path to purchase.

“Having been part of the team that pioneered some of the earliest innovation in the worlds of converged e-commerce and television advertising, I am excited to take on this challenge,” said Mike Fitzsimmons, Connekt co-founder and CEO. “The timing couldn’t be better to continue driving the transformation of TV advertising, especially with the tailwinds of AI and machine learning at our backs. We’re determined to transform TV from a one-way communication medium to a fully immersive experience for viewers and brands.”

According to eMarketer, TV ad spending will reach $71.65 billion in 2017, and the amount spent on addressable TV ads, in particular, will more than double in the next two years.

“Video is the most important medium for us in the advertising community,” said Bre Rossetti, SVP of innovation at multinational ad agency Havas. “Connekt makes ads more interactive and persuasive, and backs them with intelligence about TV viewers’ habits to help us make more informed decisions about where to spend. Connekt even goes a step further to offer a path from content to commerce. That’s a powerful proposition.”

Functionality included within Connekt’s core products include artificial intelligence and deep learning; tools that facilitate the creation, optimisation and management of in-moment campaigns from one centralised interface; patented t-commerce technology; reporting and analytics; audience insights and behavioural research tools.

Connekt has app partnerships with distribution platforms such as LG, Sony, Roku and Hisense, commerce partnerships with media companies including HBO, CBS and Showtime, and a technology partnership with Gracenote.

“We’re making it possible for our customers to interact with brands that interest them on their smart TVs in compelling new ways,” said Peter Park, director, HE Advanced Service Team of LG Electronics. “Through our partnership with Connekt, we’re able to deliver it to our customers’ living rooms today.”