KIT digital (NASDAQ: KITD), a leading video management software and services company, released the latest version of its Social Program Guide (SPG), a next generation social TV solution, at IBC 2012. The SPG integrates users social networks with their service providers electronic program guide, allowing viewers to enjoy a full range of social TV functions, as well as change the channel, through a single intuitive interface. The release adds support for integrated advertisement delivery across both first and second screens, improved advertisement targeting, and an innovative ad locker, allowing consumers to store and interact with ads after their program ends.
Introduced to critical acclaim at the National Association of Broadcasters show earlier this year, the SPG is designed to ultimately replace the traditional on-screen electronic program guide plus TV remote control experience, while also integrating the social and second screen functionality todays TV viewers demand. Served through KIT digitals Cosmos video management platform, this white-label application can be easily customized to clients design and programming needs and quickly rolled out to a range of additional first and second screen devices.
The SPG elegantly demonstrates how forward-looking service providers can solve to the challenge of a redefined TV-viewing experience, and keep both their viewers and content providers happy, said Chief Technology Officer Mark Christie. The solution keeps the same great content-discovery and social features that made its introduction such a success. Todays release reimagines how consumers view and interact with TV advertisements, increasing ad effectiveness through a simple, intuitive experience.
Integrated Advertisement Delivery: by integrating both the TV and second screen through a single backend, ads delivered by the SPG can be perfectly coordinated between both. Viewers can now be offered experiences with a much greater engagement quotient than a typical TV commercial: anything from a website to a short-form documentary film.
Improved Advertisement Targeting: the SPG supports individual accounts for multiple users in the same household, allowing service providers to gain insight into viewer behavior and preferences at a level of granularity never-before possible. Paired with a library of advertisements served through the Cosmos management backend, this data can be used to deliver high-value, targeted ads based on viewer demographics and preferences, as well as viewer feedback to and interaction with previously served ads.
By giving everyone in the household their own individual account, we are able to provide advertising that is relevant to that particular consumer, noted Mr. Christie. So 65 year old women are not seeing ads for acne medication, and 16 year old boys are not seeing ads for anti-aging cream. This is a huge breakthrough for an industry that is used to making decisions based on household data from a handful of diary-keeping families.
Ad Locker: the premise that viewers will actively buy a product while watching their favorite show is large a myth: few products are simple enough to purchase in the span of a 30-second commercial, and consumers are not in a shopping mindset while they watch scripted programming. The SPG solves this challenge with the ad locker, which collects all the ads and product placements a viewer has seen during a show (or shows) theyve just watched and allows them to return to have a deeper interaction with the brands they are interested in.
Once they have finished watching TV, viewers are better able to switch into what we call shopping mode, Mr. Christie explained. Theyre no longer anxious to get back to the show they were in the middle of and can actually spend time with the brand. Although the interactions brands make available via the SPG can vary widely, the key is that these experiences should feel more like shopping, which is fun, than watching advertising, which is not.