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Cisco, Intel Envision Multi-Screen TV Ads

13 Mar, 2013 By: Doug McPherson


SAN JOSE, Calif. - Cisco Systems and Intel predict consumers will use multiple-screen technology extensively in the future. In fact, both are working separately to combine device screens that will support entertainment and advertising.

In their world, Internet-connected TVs will be able to suggest programming by sensing a person walking into a room, based on a technology similar to Microsoft’s Xbox Kinect controller. The technology will base the decisions on content, who is in the room, demo- and psychographics, current mood and intent.

A Cisco research paper dubbed “The Future of Advertising in Year 2020 and Beyond” unveils some far-fetched ideas, but some of them are already happening.

MediaPost reports that Cisco says branded entertainment will continue to grow, fueling the need for higher-quality stories. The focus will be getting consumers closer to the product by bringing tactile feedback technology into the living room, smell and taste in TV advertising through new remote control apps or hardware.

Some of the biggest changes will have to occur in analytics. Delivery and the way ads are tracked will also change. Meta data associated with content creation will enable targeted product placement.

“Consumers don’t go to a channel looking for content – they tune in to see a show regardless of the network, similar to the way they look for content on the Internet rather than a specific site,” said Leszek Izdebski, Cisco’s director of media and entertainment. “The show and content needs to find the user, not the user search for the content.”

Intel recently showcased display as a service (DAAS) that will support the way consumers use gadgets. DAAS enables televisions to mirror the images on multiple displays, such as a tablet or smartphone, by transforming the images into pixels or link up multiple displays to create one bigger display. Sending the image data requires a wireless network, according to Intel.

Cisco Systems execs told MediaPost they believe TV will remain an important advertising medium, but channels will vanish, forcing advertisers to focus on new formats, such as on-demand delivery in real-time or to preposition content on a consumer’s DVR.


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