Synchronizing On-Air Commercials With Interactive Applications
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Solution Overview
Problem
Viewers tend to avoid commercial breaks during interactive television programming, reducing the effectiveness of television advertising, as existing interactive television systems fail to engage audiences sufficiently during commercials.
Innovation Solution
A system and method for synchronizing on-air commercial programming with interactive applications, where a main server transmits digital data to client devices during commercial breaks, enabling interactive content and promotions that can be displayed on client devices, such as tablets or smartphones, in real-time with on-air commercials, using geographic location and user profile data to tailor content.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If viewers use interactive television systems during commercial breaks, then viewer engagement is improved, but the value of television advertising decreases
Solution Approach 1:
The system segments the television viewing experience into programming segments and commercial break segments. During commercial breaks, the system activates interactive applications on client devices that are synchronized with the commercial content, allowing viewers to engage with advertising-related content while maintaining advertising effectiveness. This segmentation enables different types of content to be delivered at different times without interfering with each other's effectiveness.
Solution Approach 2:
The system introduces an intermediary layer of interactive applications that mediates between the traditional television commercial content and the viewer. These applications, accessed through client devices during commercial breaks, provide enhanced interaction with advertising content while the main television programming continues uninterrupted. This intermediary layer allows viewers to engage more deeply with commercials without leaving the television viewing environment.
2Quantity of substance
If traditional commercial breaks are used during interactive television programming, then advertising reach is maintained, but audience interaction and engagement decrease
Solution Approach 1:
The system adds another dimension to the traditional two-dimensional television viewing experience by introducing interactive applications that can be accessed on various client devices (smartphones, tablets, computers) during commercial breaks. This dimensional expansion allows audiences to interact with advertising content through multiple interfaces and channels simultaneously, enhancing engagement while maintaining broad advertising reach across different platforms and devices.
Data Source
AI summary
There is provided a system and method for the synchronizing on-air commercial programming with interactive applications, providing interactive content synchronized with on-air television programming. There is provided a system comprising a client device with a display device and an input device and running a synchronization application. The client device receives digital data transmitted from a server, and transmits user feedback information generated from user interactions with the digital data back to the server. The digital data are interactive advertisements, such as online social games, that increase users' awareness of the advertised products or messages. The digital data are delivered to the user's client device in synchronization with the broadcasting of on-air television commercials.