Channel 4 has been working with Capablue, specialist in TV Everywhere solutions, to create a proof of concept that explores the potential of future advertising formats. The interactive advertising application uses the second screen to provide the broadcaster with a more sophisticated and less intrusive way of showing ads and interacting with viewers. Having developed the proof of concept in close collaboration with Channel 4, Capablue used its cloud-based Connected framework to build a plug in solution that uses audio watermarking to synchronise with linear broadcast. This ensures the two devices are synchronised no matter when the programme is viewed, taking into account +1 channels, time shift, PVRs, etc. Capablue also created and developed the user experience and design elements for the entire project to extend the Channel 4 corporate and channel brands to tablets and smart phones. “Second screens are set to play a huge part in the future of broadcast advertising because they can be used to create a deeper engagement between content and viewers,” said Capablue CEO Tom Cape. “We have been working very closely with Channel 4 to create a proof of concept that does just that. It encourages the viewer to interact with a brand by delivering a much more sophisticated advertising experience that pushes content straight to the consumer in a non-intrusive way. It’s exciting to see such a future-thinking project like this come together and to play such a big part in it. This is truly a ‘first’ for second screen innovation.” “It’s important for us as a broadcaster today to think about how we engage with our viewers across all screens. In the connected world we need to create the best TV experiences for them no matter where they are. By doing this it also enables our advertisers to engage with those viewers in a more targeted and interactive way. Capablue understand this and has created a proof of concept that works for us, our advertisers and most importantly our viewers,“ said Carl Read, Digital Leader at Channel 4.www.capablue.com
