NAB: DG, Civolution Sync Second-Screen Ads With Live TV


DG, the ad management and distribution provider, is using Civolution's SyncNow media interaction technology to trigger ads on second-screen companion devices based on live TV content.

The companies' joint video ad platform allows app running on smartphones and tablets to automatically recognize the content being played on TV and synchronize with it. At that point, targeted ads or other content can be triggered on the second screen.

The solution encompasses DG's asset tagging and metadata, Civolution's automatic content recognition (ACR), and mobile video ad serving from MediaMind, a division of DG. Commercials broadcast by DG are automatically recognized in real-time using Civolution's SyncNow Smart Services.

"The integration of DG with Civolution means advertisers are now able to significantly enhance the time and ways consumers can interact with content in real-time," Civolution CEO Alex Terpstra said. 

DG, based in Irving, Texas, connects more than 9,000 global advertisers and agencies via a network of more than 6,000 TV broadcast stations and more than 8,200 Web publishers. Civolution, formed in October 2008 as a spin-off of Royal Philips Electronics, provides audio and video watermarking and fingerprinting technology solutions.

The companies plan to demo the dual-screen video ad platform at the 2012 NAB Show in Las Vegas this week.