AI to Bridge the gap between TV and Digital Devices in Real Time

AI to Bridge the gap between TV and Digital Devices in Real Time

  01:58    Silver Push

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The scenarios have changed! Today when someone watches television, he or she is also glued to their smartphones that are constantly in their hands. Thus, creating some serious challenges for the marketers, who despite spending too much cost on TV ads are not being able to reach their potential customers in real time. Capturing the viewers' attention when it shifts from one screen to another in real time is the prime target for advertisers and marketers. This is where SilverPush steps in. Founded in 2012, SilverPush helps brands reach their target audience in real time by real-time TV tracking and synchronization from Tv to digital through contextual marketing.

SilverPush intends to expand in Southeast Asia to help the brands operating there, facing the problem of reaching their multi-screening clients effectively with digital contextual advertising on multiple screening platforms. Kartik Mehta, CRO of SilverPush, said in one of his interviews that Southeast Asia has become SilverPush’s topmost priority as it has become one of the top leagues of the world with one of the world’s highest internet and mobile penetration rates. A report released by ‘We are Social and Hootsuite, the internet penetration rate of Southeast Asia was 58% as compared to the world average of 55%.

In-video Contextual Ads

SilverPush has expanded from India to 12 different countries when it first entered this market in 2017 and began operations in Thailand. Some very big brand names like Unilever, Nestle, KFC, Coca-Cola, Samsung, Ford, and also, some regional brands have been associated as clients with SilverPush. For a very long time TV has been the dominant platform for the advertisers to reach out to their customers. But, now the gap between smartphones and the TV has been narrowed, making it a challenge for the advertisers to reach their potential clients in real time. The ‘TV Sync’ technology was pioneered by SilverPush in India, three years ago. SilverPush has also patented video fingerprinting and content recognition technology. SilverPush’s real aim is to further develop real time solutions and help brands create contextual video ads and normal ads, to raise audience engagement.

Contextual Marketing Platform

According to SilverPush, the real challenge for the brands today is where to put their resources like money, time and people. The immense amount of money spent on TV ads today, doesn’t seem as effective as it used to a few years back. Zenith, a multinational media specialist has predicted that according to them mobile advertising will overtake TV by 2021, with the current growth rate of 21% every year, and since smartphones have become the first point of online access for millions of users, this prediction could possibly be true. Whenever a commercial comes up on television, the viewers quickly shift their eyeballs from the TV to their mobile phones. This is where SilverPush uses the data along with the AI and connects the advertisement seen by the consumers on the TV to an engagement option on the viewers’ mobile phones at the right time, in the form of an interactive advertisement or a content that the viewers can share on social media. This is the ‘Moment Marketing Strategy’.

To provide insights about this technology, Mr. Mehta explained that AI detects ‘triggers’ on TV like when a team scores a goal, AI driven video context detection, will select pre-prepared social media messages with client representations like logos, etc to help the brands be there when the viewers interact with the triggers.