CES 2013: Audible Magic Teams Up With Ad Agencies to Soup Up TV Commercials
CES 2013: Audible Magic Teams Up With Ad Agencies to Soup Up TV Commercials

Audible Magic, whose audio fingerprinting and recognition technology can detect content, on Monday announced partnerships with three advertising companies in a strategic bid to expand its business beyond copyright enforcement.

The Silicon Valley technology company said it has deals with DG Mediamind, Accelerated Media and Cheshire Duo to develop applications that will try to boost the chances that people will engage with television commercials.

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"For advertisers, this will help turn a passive one-way experience into an interactive two-way experience," said Jay Friedman, Audible Magic's Vice President of Marketing, said as the CES conference got under way in Las Vegas today.

There have been numerous attempts to create interactive ads on the TV screen, but bandwidth, cost and other technology constraints doomed these early efforts.

"Today, bandwidth is no longer an issue," Friedman said in an interview with Billboard.biz. "The technology has made interacting with the TV much easier and less expensive. And the financial models exist as advertisers sense greater opportunity."

DG processes and distributes TV commercials for more than 2,500 producers. Accelerated Media develops commercials with major companies such as Mattel and Lincoln Mercury and others. And Cheshire Duo creates custom ads that are triggered when viewers are using their TVs for video conferencing.

Audible Magic will work with all three agencies to enable interactive commercials that are triggered when the company detects relevant content is being played. When a commercial for Barbie dolls plays on the TV, for instance, Audible's technology recognizes the ad and sends a message for the advertiser to trigger an offer on a second screen, either a tablet or smartphone, to view a Barbie video or clip a coupon.

Though the announcement pertains to ads, the technology could easily serve up other content as well on another screen. The company is among a class of startups that detect when a particular piece of content is being played, called automatic content recognition. Shazam is another company in this field.

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