Channel 4 shows proof-of-concept second screen advertising to ad buyers

Capablue, specialist in TV Everywhere solutions, has been working with Channel 4 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.

The proof-of-concept was showcased to 400 advertising and media executives at the Channel 4 Upfronts in London recently. Using Apple iPads, they played along to a micro game that was part of an advertisement that popped up on their screens. The in-game scores were fed to a live leader board.

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 second screen and TV 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.

“It is important for us to think about how we engage with our viewers across all screens,” says Carl Read, Digital Leader at Channel 4. “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. It is clear from the positive response to the demo at the Upfronts last week that this kind of solution is what the advertising and media industries are after.”

“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,” says 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. This is truly a ‘first’ for second screen innovation.”

This is how the app works. The viewer is watching Channel 4 on linear TV whilst also having a second screen ‘companion app’ open. When the channel goes to a commercial break there is a non-intrusive overlay that appears on the app as a result of a corresponding advert. The user can choose to engage and interact with this overlay which will then launch to full screen. Within the ads on the app the user can register for a discount, play along with games, buy directly, share with social media networks, reserve an item or book a test drive, etc. Once the engagement is complete, the user remains within the original second screen application.