The digital sphere has opened up incredible opportunities for broadcasters to reach their audience in new ways. With Zappware and linkID, they can now do so in a way that their audience is already comfortable with: using mobile devices such as phones or tablets.
The runaway success of smartphones and tablets means that campaigns can be turned into sales promotions or subscriber drives, with secure transactions just a few clicks away. Advertisers can make direct contact and broadcasters can engage audiences more deeply by offering exclusive material for sale during a program.
Identify the viewer, not the device
In an example on display at IBC2010, an on-screen announcement for H&M sends viewers to their mobile devices, where an app or "red button" gives them access to targeted material in one click. Once identified, viewers are securely forwarded to the announcement by the advertiser or broadcaster.
Software developer Zappware and digital identity specialist linkID enable this capability by dramatically simplifying and securing the communication chain. Reaching viewers through their mobile devices means that many of the hurdles traditionally involved in interactive TV simply vanish.
"By combining interactive television applications with strong, user-centered identity management, the Zappware linkID red-button solution offers broadcasters and operators new possibilities to develop user-centered TV services," said Zappware CEO Patrick Vos. "This could be personalized content or service delivery. Additionally, it offers viewers, operators, and content and service providers new and innovative ways of delivering cross-media advertising and marketing campaigns."
"One of the beauties of the system is the fact that it uses the viewer's own mobile device -- making adoption far easier," says linkID CEO Mario Houthooft. "Strong identity management identifies a TV viewer on a personal level, instead of on the television-device level usually offered by iDTV operators. This new capability enables new personalized offerings and also allows the television experience to be integrated into social media platforms."
Based on leading standards-based protocols, the new red-button solution provides the interoperability needed to enable secure sharing of identities across operators, content and service providers, and business partners while maintaining the privacy of the viewer, yet without imposing increased costs for managing, maintaining, and administering additional identities and credentials.