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Ensequence Lands First ITV Ad Partners

Alan Breznick
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Moving towards launching a national interactive TV system that would serve all the major US video distribution platforms starting early next year, Ensequence has signed up its first three partners for the pioneering effort.

Ensequence Inc. , an interactive TV advertising specialist, is gearing up to launch the proposed ITV ad system, which would cater to cable operators, telco video providers, satellite TV providers, and connected, or smart, TV manufacturers. The new ITV ad system, known as "AdConneqt+," aims to enable service providers, programmers, and advertisers to insert interactive elements into standard 30-second TV commercials. Plans call for introducing the national ITV ad platform in the first quarter of 2014 with partners in most, if not all, of the four major distribution categories. (See Ensequence Preps ITV Ad System .)

Making progress towards that goal, Ensequence announced that it has signed up one major TV manufacturer, Samsung Corp. , and two pay-TV programmers, AMC Networks and ReelzChannel, as its first three partners for AdConneqt+. Samsung joining is particularly notable because the giant consumer electronics manufacturer is the first major distributor to sign up for the program.

AMC Networks said WEtv will be the first channel from its network family to leverage AdConneqt+. Arlene Manos, president of national advertising sales for AMC Networks, called it an "excellent opportunity for WEtv... to capitalize on advertiser interest in better metrics and qualified leads, while generating incremental advertising revenue for WEtv."

As envisioned, AdConneqt+ will allow viewers to respond to 30-second spots with a few clicks of their remote controls, thereby providing advertisers with "measurable engagement data," greater accountability, and better sales leads. Initially, Ensequence says, AdConnecqt+ will offer request-for-information (RFI) features and, for cable networks, interactive remind/record functions.

Company officials say a number of other partnership announcements are still pending. They intend to move ahead with launches with two or three players in each distribution category in the first quarter. If all goes according to plan, the new ad system will debut with a reach of 20 million interactive TV homes and then expand to as many as 40 million households by the end of 2014.

Ensequence's service provider customers for its current ad products include Comcast Corp. (Nasdaq: CMCSA, CMCSK), Time Warner Cable Inc. (NYSE: TWC), Verizon Communications Inc. (NYSE: VZ), and Dish Network LLC (Nasdaq: DISH). There's no word yet on how many of them, if any, will participate in AdConneqt+.

— Alan Breznick, Cable/Video Practice Leader, Light Reading

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12/18/2013 | 12:50:05 PM
Distribution partners
The biggst prize in these announcements is Samsung. So now Ensequernce has its first major distribution partner. It will be interesting to see how many of the firm's current SP customers sign up for the ad platform. When Comcast, Verizon, TWC and Dish come on board, you know it's probably going to be a winner.   
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