Sony boosts ad engagement by embedding Ensequence software
Editor | 05-12-2012
Sony Electronics has inked a multi-year deal to embed Ensequence's platform software on its connected TVs to offer advertisers what it says will be an easier, more scalable way to engage viewers directly with actionable content.
Ensequence's advertising software offers clickable banners, landing pages, product request forms, coupons and surveys. TV show capabilities include polls, trivia games, location-based check-in, social status updates and more.Advertisers and programmers can add their branding and content to customise the Ensequence platform, which takes care of deploying, tracking and managing it. Audiences see promotional 'bugs' on their screens that they click to launch content related to the ad or show they are watching.
Ensequence claims that research shows that by adding interactivity to TV increases programming ratings by up to 20%, brand recall by as much as 50% and intent to purchase by up to 40%. It says that, in addition, viewer interaction and repeat visit rates exceed 30% and 50% respectively. Ensequence believes that with the Sony partnership, it is poised to deliver advanced products for television across multiple platforms, including connected TVs, to help advertisers and programmers reach a critical mass of viewers with interactive content.
From the first quarter of 2013, all new Sony TVs will ship with Ensequence platform software, and the software will be available for Sony 2011-12 model connected TVs through software updates.
"Television viewers are craving and demanding more immersive and active experiences with their favourite TV programming," said Nick Colsey, vice president of Sony Electronics' business development division. "As market leaders with auto content recognition (ACR) capabilities fully integrated into its connected HDTVs, Sony is excited to deliver Ensequence's enhancements to viewers, not only unlocking new content now, but creating a viable platform for programming producers to push the envelope in viewer engagement."
"Connected TV is the next frontier for brand advertisers and TV shows producers, and Ensequence offers the most advanced products for transforming TV into a deeper, more engaging experience," added Peter Low, CEO of Ensequence. "The Ensequence partnership with Sony offers advertisers and programmers the first turnkey platform for delivering immersive, compelling experiences seamlessly and at scale to Sony connected TV viewers."