Interactive advertising service company Ensequence will roll out an ambitious broad-reaching national platform for interactive TV advertising. AdConneqt+ enables programmers to offer an interactive upgrade to their 30-second ad inventory, where TV viewers can respond to national advertisers’ 30-second spots after a few clicks of the remote control.
Interactive advertising professionals say that advanced advertising efforts can significantly improve the effectiveness, engagement, and return on investment for TV advertising.
Ensequence initially developed the AdConneqt+ platform for Canoe Ventures, the cable industry-wide project for advanced TV advertising.
The company says AdConneqt+ has the potential to reach over 75 million television homes and can be used across cable, satellite, telco television distributors and smart TVs. According to reports, the new service will start up with 20 million interactive TV homes and will grow to almost 40 million by the end of the 2014.
AdConneqt+ will start up in the first quarter of 2014, the company says, with “an array of partners, including cable operators providers, telco distributors, and smart TV manufacturers.” A report says it already has some deals done.
Ensequence has had a full range of TV networks and distributors clients on its roster including NBCUniversal, Viacom, CBS, Disney Channel, ESPN, Showtime, Turner Broadcasting, HBO, QVC, Comcast, Time Warner Cable, Dish Network and DirecTV.