Santa Clara, Calif. -
has started building on its integrated onscreen multimedia programming guide technology with the addition of new interactive marketing tools that will allow advertisers to provide targeted, entertaining ads to users through the user interface.
The company announced Thursday that it has updated its Rovi Advertising Network with new advanced tools designed to help marketers "drive higher rates of engagement with TV advertising across set-top boxes, connected TVs, media players, game consoles and more."
Rovi said the features will encourage end users to more fully interact with the products and services that interest them. This can range from leveraging multimedia content and social-networking activities, to requesting more information and making direct purchases.
Rovi said is also growing its Advertising Network with new deployments on connected TVs and media players from Samsung and Sony.
Rovi guide technologies are used in such connected devices as Samsung Smart Hub LED, LCD TVs, Connected Blu-ray Disc players and the Sony connected television platform.
The company's advertising services, products and technologies were said to reach more than 40 million households globally today.
"The Rovi Advertising Network enables brands to not only utilize platforms that combine the visual appeal of TV advertising with digital metrics, but also deliver information at an opportune time when consumers are making decisions," said Jeff Siegel, Rovi worldwide advertising senior VP. "Eighty percent of respondents to our recent Smart TV study indicated they noticed the presence of ads, and a third of those chose to click on them. Having worked to establish a new viable ad channel, we are now focused on enhancing our network to help clients develop campaigns that drive higher levels of consumer engagement and results."
Rovi said it plans to introduce new targeting capabilities for identifying TV consumers based on a range of geographic, demographic and psychographic data.
Expanded targeting will be used to help advertisers reach their most relevant consumer audience segments, with capabilities that may include targeting by postal code, continent, direct marketing area, age, household income, or their genre-based searches, among other options, the company said.
Rovi said it is planning to include TV commerce capabilities to make it possible for consumers to immediately purchase product and services that are seen n and associated with related video programming, simply by using their remote control.
For ad measurement, Rovi is using advanced metrics to help advertisers glean key insights and evaluate, refine, and optimize the ad spend.
"This will evaluate time spent, and include unique impressions, conversions, and click-throughs based on census or sample metrics," Rovi said.
To date, Rovi said 10 million viewers currently use its guide technologies through service provider offerings, and 219 million CE devices include its CE-guide technologies.
Ninety percent of homes with a Rovi guide access it on a weekly basis, Siegel said. Users visit the guide an average of 15 times a day and spend an average of 17 minutes in the guide daily.
One-third of viewing choices are a result of choices made from the guide.
According to a Parks Associates forecast, more than 27 million smart TVs are expected to be in U.S. homes by year's end, growing to 42.6 million, or 36 percent of U.S. homes, by the end of 2012, and 57 percent of TV homes by the end of 2013.
The connectivity rates for these products have been reported at between 50 and 60 percent.
According to a Nielsen study, 64 percent connected TV owners are aware of the connected platform on their device, 83 percent have used a connected platform, and 33 percent access it frequently.
About a quarter of those studied use the feature while watching with others in a social setting, and more than 90 percent would recommend the connected TV platform to others.
As for ad recall rates on the Rovi guide, some 52 percent recalled an ad banner and 64 percent of those clicked through.
Some 75 percent of those who clicked an ad had an intent to buy the product or service, and 97 percent had an intent to view information.