ConnecTV Unveils Second Screen Ad Network

 

Local stations from major station groups to participate in new ad platform that syncs second-screen ads with TV ads

By George Winslow -- Broadcasting & Cable, 1/4/2013 11:59:42 AM

The social TV company ConnecTV that works with a number of broadcasting groups on its second screen application has launched a new ad platform. ConnecTV's Ad Sync Network will deliver ads to mobile phones, tablets and other second screens in a way that complements TV ads or content.

The launch is a major step forward in attempts to monetize the hot, but still relatively nascent second screen or social TV sector. Major local ABC, CBS, NBC, Fox and CW affiliates will be working with ConnecTV's Ad Sync Network.

The network will be sold both by ConnecTV as well as its broadcast partners. These include Belo Corp., Cox Media Group, E.W. Scripps Co., Gannett Broadcasting, Hearst Television Inc., Media General Inc., Meredith Corp., Post-Newsweek Stations Inc. and Raycom Media, which represent nearly 250 ABC, NBC, CBS, FOX and CW network-affiliated stations across the country.

ConnecTV Ad Sync allows brands to offer a second-screen experience on more than 400 national and local channels that would complement their TV spots. It would allow viewers to buy products, enter contests, get promotion materials, send marketing alerts and offer additional content. The new ad network is available via ConnecTV's free companion app or any ConnecTV syndication partner.

As part of the effort, TV content will be indexed on over 400 channels and advertisers will be able to market against those keywords on second-screen devices.

"ConnecTV Ad Sync and TV Words are bringing the power of Google-like products such as Adsense and Adwords to the $80 billion TV advertising industry," said Ian Aaron, cofounder of ConnecTV.  "Our ConnecTV companion ads make TV spots more effective, marrying the powerful sights and sounds of traditional commercials with the lead generating capabilities from digital ads. By working closely with our broadcast partners, we look forward to bringing our new ad sync network hyperlocal."

"Broadcasters have been in business for more than half a century because we help local businesses build relationships with our viewers in their communities," added Pat LaPlatney, VP of digital media and business development at Raycom Media. "ConnecTV's new ad sync platform enables us to deepen those relationships and offers viewers the ability to act on the ads that are most relevant to them."

Ad Sync and TV Words are available via ConnecTV's Social TV Network and can be syndicated to activate synchronized ad services across all web, iOS, Android and smart TV platforms, ConnecTV reports.

The synchronized ad network utilizes ConnecTV's patent pending proprietary content recognition and ad identification technology.