MIAMI \u2013 Although best known for its video encoding software, Sorenson Media wants the television ecosystem to think holistically by using smart-TV data to inform every second of the viewing experience.<\/p>\n
Two of the company\u2019s newest products are a measurement solution for local broadcasters and addressability for linear TV, according to VP of Advertising James Shears.<\/p>\n
Using automatic content recognition, \u201cWe understand what\u2019s on the screen and we can actually measure what people are doing on the TV,\u201d Shears says in this interview at the recent Beet Retreat Miami 2017<\/a>. \u201cIt\u2019s not panel based, it\u2019s not leveraging set-top box data. It\u2019s just doing something that\u2019s not been done in market before.\u201d<\/p>\n Use cases for local broadcasters include informing their promotional activity and bringing insights to newscasts, both based on the entire life cycle of viewers. \u201cDuring the newscast or local broadcast, did they leave the channel when a particular story was coming on or did they come back and stay and were heavily engaged? Maybe they need to push happier stories or do something they hadn’t really thought about.\u201d<\/p>\n This represents a more holistic approach \u201cwhere there has been a hunger for measurement that\u2019s a little more informed and a little more second by second,\u201d Shears says.<\/p>\n