LG and other manufacturers will produce new Web-connected TVs with digital sleuthing technology that tracks live and recorded programs as they appear onscreen. The data can then be relayed to marketers, allowing them to tailor messages in real time.

Viewers will be able to opt in to the service, and those who do will receive special interactive features based on their viewing habits. The technology, which determines what viewers are watching and where they are in the program, has the potential to significantly increase revenue for advertisers. A pizza chain, for instance, could theoretically offer a 10% discount to viewers near its shops. For opted-in viewers, LG could then tie in Skype service so a potential customer would never even have to leave the couch.

Other major companies considering using the tracking technology include Vizio and Samsung, as well as Sony’s Gracenote unit.

Read more at Ad Age.

Brief Take: Digital sleuthing technology could mean big bucks for advertisers and TV manufacturers, but privacy will be a huge concern. It will be important for all parties involved to be upfront with consumers about how their data will be used.

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