updated 05:44 am EDT, Thu September 12, 2013
App in testing could lead to pop-ups from advertisers in future
Owners of smart televisions may soon have to contend with interactive pop-up advertising, if one company succeeds. Software created by interactive advertising specialist Visible World for LG smart TVs displays selectable reminders on top of other content, reminding them of when TV shows are about to be broadcast, even if they are playing a game or streaming movies.
The new app will overlay promotional advertising for upcoming TV shows with a prompt, asking if they want to set a reminder to watch it later, reports Variety. A few minutes before the show is broadcast, the prompt will appear onscreen to alert the viewer that the show is about to start, and since the pop-up is generated by the TV's app, it can appear on top of any other media being played on the same screen. If extended further to allow advertisers to use the system for their own promotions, the same prompts could in theory open up another app stored on the TV, offering more details for the product being offered.
Such a system can potentially provide feedback to the broadcasters and advertisers, advising on the effectiveness of their campaigns, though the secondary reminder pop-ups could drive users away.
Currently, National Geographic Channel is using the app to test its effectiveness in promoting Doomsday Castle. If successful, it could roll out to other smart TV brands and other broadcasters in the future.