This past week while at NAB in Las Vegas, there was an abundance of interest in finding out just how TV viewers will be interacting with their TV’s. Yes, interacting.
Interactive television is becoming more and more accepted. Now, that said, iTV has actually morphed into what today is really multi-platform viewing of multiple forms of programming made available through synchronization of screens – enabling true two way interactivity on the primary, wall mounted screen/TV and additional portable screens (mobile/tablets/PC’s), all connected to an IP feed.
What we’re now able to do is through intelligent ACR (automatic content recognition) technology living in the actual TV, recognize the programming the the viewer is viewing directly off the TV – not necessarily the STB (cable set top box), game console etc. is being identified as what’s needed to move the needle in data measurement…the holy grail if you will.
The set centric, smartTV technology can now recognize where the programing is coming too from, ie. any of those boxes.
Being able to know what the viewer is viewing on their TV directly, almost immediately and then combining that data with the other data being gathered via on-line resources directly enables intelligence providers the ability to now create actual refined measurement.
This combined resourcing is a form of clustering, “data-clustering,” could potentially lead to new measurement and rating system that advertisers could use to accurately deliver targeted messages.
There’s going to be a lot of discussion surrounding this is the coming weeks/months. Stand by…..