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