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Ensequence plans interactive ad service across customer base

Wed, 09/18/2013 - 1:06pm
Brian Santo

Ensequence said it is launching a new national platform for interactive TV advertising that will debut in the first quarter of 2014.

Ensequence has specialized in interactive applications for some time, working directly with individual service providers to enable a variety of interactive features typically associated directly with programming (e.g., statistics associated with sporting events), but also including interactive advertising.

With the new platform, AdConneqt+, the company is moving to a service model for the first time, attempting to connect advertisers with its customers. Ensequence’s customer base includes a mix of cable operators, satellite providers, telco distributors and Smart TV manufacturers, and represents more than 75 million U.S. households, according to the company.

Not all of Ensequence’s customers will participate at the launch, however. The company said it will not identify its launch partners until sometime in the next quarter, but together they will include as many as 20 million interactive television households.

Ensequence’s customers include NBCUniversal, Viacom Media Networks, Showtime Networks, Turner Broadcasting, HBO, QVC, WE tv, MSG, Fuse, Comcast, Time Warner Cable, Dish Network and Verizon.

The company anticipates distributor participation will expand to 30- to 40 million households by the end of 2014. Ensequence estimates that will be the largest footprint ever assembled for interactive television advertising across multiple distributors.

The AdConneqt+ platform will make it possible for viewers to respond to national advertisers’ 30-second spots.

The first product rolled out will include request for information (RFI) functionality featuring SMS text and U.S. mail fulfillment.

In recent weeks, the company has been collecting executives with advertising experience, including former Cablevision media sales president/COO David Kline, who was named Ensequence chief operating office in August.

Roger Demuth has re-joined Ensequence as vice president of engineering after stints at itaas and ThirdWave. Also recently joining the company is Gary Perrelli, formerly vice president, national accounts and affiliate advertising sales for the Disney and ESPN Media Networks, who will lead efforts with major programmers to develop compelling interactive TV experiences across various distribution platforms.

Peter Low, CEO of Ensequence. Said, “We have more experience with interactive advertising than any company in this space, and therefore this is a natural evolution from Ensequence acting as only a provider of technology services to now also offering an array of sales services as our business develops and relationships with our partners continue to grow. AdConneqt+ is a win-win-win. It 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,”

Kline added, “Television advertisers have long wanted to find a way to make their $75 billion annual investment in national campaigns more effective. By combining the power of television on a nationwide scale with the functionality, engagement metrics and stronger accountability measures of digital interactive advertising, AdConneqt+ will empower traditional 30-second ads to do more.”

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