SAN FRANCISCO, CA — (Marketwired) — 04/12/13 — mDialog (), the leader in video stream management on connected devices, today announced adDialog, a reimagining of TV commercials with location aware interactivity utilizing Apple Passbook and social network integration for programming viewed on connected devices. Broadcasters and service providers can now increase the value of their programming by offering brands the power of directly connecting the TV commercial to in-store purchasing. adDialog provides the turnkey ability to synchronize the TV ad with the presentation of Twitter, Facebook and tap-through ads as well as support for Apple-s Passbook technology.
mDialog has simplified both the user experience and the backend workflow required to deliver, track and measure geo-aware interactive special offers from TV Ad presentation to in-store redemption. Imagine seeing a TV ad on your connected device for a beverage along with a coupon and a reminder to redeem it as you pass participating retailers. When trafficking a TV commercial that is adDialog aware, broadcasters or media agencies simply add a link to the Passbook, Twitter, Facebook or other interactive creative when booking the campaign in their Ad Decisioning Service. mDialog-s cloud platform and iOS Stream SDK handles the rest.
Tapping the adDialog enabled commercial, pauses the TV Ad, bringing up an integrated web overlay, and with a tap, viewers can Tweet, Like, collect a coupon or dive even deeper to learn more about the brand, without losing their place. Additionally mDialog iOS Smart Stream SDK supports Airplay mode allowing brands to reach their audience with special offers while watching on an AppleTV-connected living room TV. adDialog incorporates first-screen to second-screen tap-through capabilities for interactive 360 brand engagement, all in sync with the traditional TV Ad. First-screen and second-screen viewing experiences are achieved as the Smart Stream Platform manages the TV stream and knows exactly when an ad break will appear, increasing the level of brand engagement for the sponsor and the revenue for the broadcaster.
“Our goal was to try and reinvent the TV commercial and update it in the age of tablets and smart phones and social interaction,” said Greg Philpott, Founder and CEO of mDialog. “The challenge is to do it in a way that requires no effort by the viewer and doesn-t get in the way of the TV programming. For example while watching your favorite TV show on your iOS device, TV commercials that are adDialog aware, present the Passbook logo in the upper right of the screen. Tapping on the logo adds the special offer to the Passbook app on your iPhone, it-s that easy.”
“Screens have been connected for years more recently with two-screen experiences and even back to text-to-vote in TV programmes,” said Tom Eslinger, Worldwide Creative Innovation Director, Saatchi & Saatchi. “Now we can do it across distance, context and device, and when you can time-shift, share and interact and manage it all easily, the fear factor of devices and complexity goes down. Hopefully we will see lots of innovative creative across platforms like mDialog and take the techie side and make it feel emotional and connective.”
adDialog is supported on all iOS devices, with Android, Adobe Flash, Roku and Xbox soon to follow.
mDialog () works with the largest media companies in North America to manage, deliver, and measure video advertising across IP-connected devices, including iPad, iPhone, Android, GoogleTV, Apple TV, Roku and Xbox. The company-s Smart Stream platform dynamically delivers in-stream uniquely addressable advertising within linear, live and on-demand programming. Working with mDialog, content and service providers are able to increase the value of their video streams while leveraging their existing encoding, publishing and ad-decisioning investments through Smart Stream Intelligence.
Jessica Hasson
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