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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