Advanced TV ad firm Ensequence aims to enable an interactive upgrade to 30-second ad inventory with its AdConneqt+, which will launch in 1Q with an array of partners and seeks to enable viewers to instantly respond to national advertisers’ 30-second spots with a few clicks of the remote control. The idea is to improve ads’ effectiveness by providing measurable engagement data. It also looks to deliver improved accountability.
The initial rollout will include RFI functionality, featuring SMS text and US mail fulfillment, and cover up to 20mln TV households with the potential to reach 30-40mln households by the end of 2014. Ensequence has added new senior staff with interactive advertising experience, hiring former Cablevision media sales president and COO David Kline as COO in August. In addition, industry veteran Roger Demuth rejoined the company as vp, engineering. Also recently joining the company is Gary Perreli, former vp, national accounts and affiliate advertising sales for the Disney and ESPN Media Networks. He will lead efforts with major programmers to develop offerings across distribution platforms.
CEO Peter Low vowed that the platform "will generate new revenue for distributors and cable networks with little effort on their part, provide greater effectiveness for advertisers and more engaging and immediately actionable advertising for viewers."