Second Screen: New Income Streams for Advertisers Through Audioid Technology
Berlin startup TVSMILES creates successful business model using audioid
technology from mufin
BERLIN -- March 17, 2014
Television advertisers are fighting harder than ever to get viewer attention.
According to a Nielsen study, 84% of American smartphone and tablet owners use
their mobile devices while they watch television^1. This Second Screen trend
has become a powerful source of inspiration for new business models. TVSMILES,
a German startup, has received 7 million dollars in its Series A financial
round. Their application uses audioid technology from mufin to identify
commercials and offer matching games and quizzes.
Audio recognition technology
How does the audio device recognize the commercial that the viewer sees? mufin
technology enables the device to record the audio from the television and
analyse it in real time. An "acoustic fingerprint" is then created from the
recorded material which is then compared to the fingerprints in a database.
The result is a precise identification of the commercial spot.
"The recognition of TV commercials is a central function of our app", comments
TVSMILES Managing Director Frederic Westerberg. "We needed to find a partner
that could provide us with solid, dependable software. mufin‘s technology was
The advertising market is looking for solutions
The TV advertising market is facing a great challenge. On the one hand,
simultaneous surfing on the Internet has the potential to distract viewers
from the commercials. On the other hand, the Second Screen trend presents an
opportunity to create more effective TV advertisements. The playful gaming and
reward approach offered by TVSMILES creates direct interaction with the target
group and advertisers can profit from the additional branding effect.
"More and more TV networks, producers and advertisers are starting to
recognize the new income models becoming available as a result of the changing
behaviour in the use of media", explains Jörg Stüber, CEO of mufin GmbH. "Our
audioid technology will enable many exciting projects this year."
mufin develops technology for the automatic identification of audio signals
and music recommendation. The products are licensed as white label software
solutions for the business-to-business sector. Since 2011 mufin has been
offering specialized solutions for Second Screen applications and interactive
advertising. mufin GmbH is a subsidiary of MAGIX AG and is headquartered in
Photos/Multimedia Gallery Available:
Eleonore Kloschinski, Marketing & PR
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