Ensequence, Sony Reach Connected TV Deal
Ensequence and Sony Electronics reached a multi-year deal to embed Ensequence's platform software on all Sony Connected TVs. The collaboration offers advertisers and programmers an easier, more scalable way to engage viewers directly with TV ads and shows, transforming passive viewing into active participation. Ensequence's advertising enhancements include clickable banners, landing pages, product request forms, coupons and surveys. TV show capabilities include polls, trivia games, photo galleries, location-based check-in, social status updates and more. Beginning in the first quarter of 2013, all new Sony TVs will ship with Ensequence platform software. In addition, the software will be available for Sony 2011-12 model Connected TVs through software updates.
The partnership between Ensequence and Sony makes it easier than ever to enhance TV programming and advertising with immersive and actionable content. Advertisers and programmers can add their branding and content to customize 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. Connected TV penetration is forecast to grow substantially, reaching 70 percent of total TV shipments during 2016 according to IMS Research. Ensequence research shows that adding interactivity to TV increases programming ratings by up to 20 percent, brand recall by as much as 50 percent and intent to purchase by up to 40 percent. In addition, viewer interaction and repeat visit rates exceed 30 percent and 50 percent respectively. With the Sony partnership, Ensequence 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.
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