Interactive advertising initiative for television will enable national advertisers to reach across cable, satellite, telco platforms and Smart TVs
PORTLAND, Ore. & NEW YORK – Ensequence, the leading supplier of advanced television advertising products and services, announced that it is launching AdConneqt+™, a new national platform for interactive TV advertising. By allowing programmers to offer an interactive upgrade to 30-second ad inventory, AdConneqt+ enables viewers to instantly respond to national advertisers’ 30-second spots with a few clicks of the remote control, enhancing the ads’ effectiveness by providing measurable engagement data, delivering improved accountability and providing advertisers highly qualified leads. With deployment across cable, satellite, telco television distributors and Smart TVs, AdConneqt+ has the potential to reach over 75 million television households – essential scale for any national advertiser.
Ensequence has added new senior staff with significant interactive advertising experience to ensure the success of AdConneqt+. Former Cablevision Media Sales President/COO David Kline was named Ensequence Chief Operating Office in August. At Cablevision, Kline oversaw local, regional and national advertising businesses and pioneered many of the interactive advertising products available locally today. Industry veteran Roger Demuth has re-joined Ensequence bringing many years of interactive television experience, including executive positions at itaas and ThirdWave in addition to his prior stint at Ensequence. As vice president of engineering at Ensequence, Demuth recruited and placed the current technology management staff. In his current role, Demuth will lead the Ensequence development, engineering, services and quality assurance teams in the execution of new product and service launches. 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.
“Ensequence is uniquely qualified to build a national interactive advertising network that features easy-to-deploy technology, a simple business model that benefits all participants and the scale that national advertisers need. 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,” said Peter Low, CEO of Ensequence.
Ensequence COO David Kline added, “Television advertisers have long wanted to find a way to make their $75B 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.”
Ensequence will launch AdConneqt+ in the first quarter of 2014 with an array of partners, including cable operators, satellite providers, telco distributors and Smart TV manufacturers. These initial partners will be announced during the 4th quarter of 2013. The first product rolled out will include Request For Information functionality featuring SMS text and U.S. mail fulfillment. Initial reach will include as many as 20 million interactive television households and growing distributor participation will, by the end of 2014, expand this to 30- 40 million households – the largest footprint ever assembled for interactive television advertising across multiple distributors.
About Ensequence
Ensequence, Inc. provides a suite of advanced products that allow programmers, service providers and advertisers to drive deeper engagement, increases in programming ratings, advertising effectiveness and new ad opportunities across cable, satellite, telco and connected devices. Ensequence’s customers include the largest and most innovative programmers and service providers in the media industry: NBCUniversal, Viacom Media Networks, Showtime Networks, Turner Broadcasting, HBO, QVC, WE tv, MSG, Fuse, Comcast, Time Warner Cable, DISH Network and Verizon. In addition, Ensequence is deployed on multiple connected device platforms. Ensequence’s lead investor is Myrian Capital (www.myriancapital.com), a growth capital management firm with investments in video communications, mobile media and advanced advertising solutions. Ensequence and AdConneqt+ are trademarks of Ensequence, Inc. To learn more, visit www.ensequence.com and follow Ensequence on Twitter.
