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Second Screen Apps & TV Sync © 2013 Intrasonics Limited Audio Watermarking & Interactive TV

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Second Screen Apps & TV Sync

© 2013 Intrasonics Limited

Audio Watermarking & Interactive TV

Introduction to Intrasonics

© 2013 Intrasonics Limited

Intrasonics provides an audio watermarking technology to enable smartphones, connected TVs and even toys to listen for and to respond to silent audio codes embedded in broadcast TV, radio and web media.

Intrasonics provides its multi-patented technology to brands, agencies, app developers, broadcasters and TV production companies in the form of a Software Development Kit and/or Real-Time Encoding hardware.

These allow customers to encode their own content with audio codes and to publish Intrasonics-enabled apps that respond to those codes with complete in-house creative freedom and total control over the end user experience.

Company Background

© 2013 Intrasonics Limited

•  Founded in Cambridge, United kingdom, in 2000 •  Acquired by present owners in 2007 •  Over 10 years R&D into audio watermarking technology •  Extensive worldwide patent portfolio •  Multiple vertical markets •  SDK for Apple/Android smartphone apps released 2011 •  Customers include agencies, broadcasters, app developers,

production companies, content & format owners

Applications of Intrasonics Technology

© 2013 Intrasonics Limited

•  TV to Smartphone Advertising & Promotions •  Product Placement •  Second Screen TV & Companion Apps •  Automatic Content Recognition •  Audience Participation & Playalong Gameshows •  Interactive Toys •  Radio & TV Audience Measurement

TV to Smartphone Advertising & Promotions

© 2013 Intrasonics Limited

•  Silent & seamless app triggers •  Instant rewards for watching ads •  Encourage advert viewing •  Reinforce brand loyalty •  Demonstrate proof of reach

Product Placement & Calls to Action

© 2013 Intrasonics Limited

•  Extend PP advertising to apps •  Make PP events transactional •  Precise app trigger timing •  Enhanced in-app engagement

Second Screen TV & Companion Apps

© 2013 Intrasonics Limited

•  Precise show identification •  Pause-proof synchronisation •  Automatic user “check-in” •  Real time interactivity

Audience Participation

© 2013 Intrasonics Limited

•  Event driven calls to action •  Instant app-based voting & polling •  Payment collection via iTunes

Playalong Gameshows

© 2013 Intrasonics Limited

•  Perfect playalong synchronisation •  Pause & time-shift proof •  Bonus play in commercial breaks •  Increase sponsorship models •  Creative freedom for app developers

Interactive Toys & Intrasonics Hardware

© 2013 Intrasonics Limited

•  Synchronise toys with TV shows •  Audio watermarks can be picked up by any

suitable microphone •  Watermarks are decoded on low cost chip

hardware

How the Intrasonics Technology Works

© 2013 Intrasonics Limited

•  Artificial echoes are used to carry blocks of binary data •  Each block of binary data is a numeric “code” •  Echoes are inaudible to humans and animals

•  Echoes are inserted in audio content live or in advance •  Smartphone apps decode the echoes back into numbers

•  Apps are programmed to respond to codes received •  Apps self-update for new content over WiFi/3G

Watermarking – Pros & Cons

© 2013 Intrasonics Limited

•  No need to maintain large back-end infrastructure + content library •  Does not require a data connection to trigger an app response •  Very low CPU processing power required •  Low drain on smartphone/tablet battery for continuous matching •  Very high reliability - hence used for audience measurement (Ipsos Mori) •  Very accurate time synchronisation •  Compatible with long term time-shift viewing

•  Watermarks must be inserted into content in advance or live (on-the-fly)

Fingerprinting – Pros & Cons

© 2013 Intrasonics Limited

•  No need to modify the content before it is broadcast

•  Requires large back-end infrastructure + content library •  Requires indexing of content before it is broadcast •  Will not work without a high-speed (3G/WiFi) data connection •  High CPU processing power demand •  Significant drain on smartphone/tablet battery for continuous matching •  Chance of false positives (e.g. same show, different channel) •  Potential for significant synchronisation delays •  No time-shift ability beyond short-term (usually a few days max)

Watermarking = Independence

© 2013 Intrasonics Limited

Synchronisation between what is playing on TV and what consumers do on their phones and tablets is likely to create major new opportunities for broadcasters in terms of viewer engagement and advertising.

Audio watermarking is the only approach to content identification that gives broadcasters independence from service providers and full control over what happens to their content when it comes to second screen synchronisation.

Using Ordinary Watermark Codes to Trigger App Behaviour

© 2013 Intrasonics Limited

For many second screen applications, it is sufficient to use audio codes as shown here. They can each trigger an app to respond to events in the content.

In this example, two different codes with 20s latency are inserted into the audio track to trigger responses at 60s and 140s.

Company Confidential

Using Codes to Synchronise the App Clock

© 2013 Intrasonics Limited

For many playalong applications, it is possible to use a unique 20s code to establish a precise clock sync at the start of a show.

Playalong behaviour can then be governed from the app’s internal clock.

Company Confidential

Using Codes to Synchronise the App Clock

© 2013 Intrasonics Limited

It is safer to use a small number of different time sync codes in case audience members join the show after it has started.

In this example, 3 different time sync codes with 20s latency are inserted to give an app 3 chances to sync.

Company Confidential

Event Engine Continuous Encoding

© 2013 Intrasonics Limited

Every 20s, an app can check its clock sync. If a user pauses the show and then resumes play, the app can quickly re-synchronise and carry on.carry on.

With the Event Engine, the content is continuously encoded with alternating Show ID codes and incremental time-sync codes..

Purpose of the Event Engine Encoding Scheme

© 2013 Intrasonics Limited

•  Enables precise time sync for 2nd screen apps to play along with broadcast quiz shows and gameshows.

•  Audiences can play along with fast moving game activity.

•  Playalong can be be enjoyed with PVR or time-shift viewing.

•  Playalong apps can re-synchronise with a show even if the user pauses the broadcast and then resumes play.

Example – Cinime App – Ben & Jerry’s Quiz

© 2013 Intrasonics Limited

In-Cinema 1st Screen Quiz with Precise 2nd Screen Playalong

The Intrasonics Smartphone SDK

© 2013 Intrasonics Limited

The Intrasonics SDK enables app developers to build apps that respond to Intrasonics embedded audio trigger codes.

The SDK is available for iOS and Android. Each contains a library or framework that is compatible with the iOS and Android development environments.

The SDK gives customers complete freedom to design app responses to audio trigger codes from basic promotions to play-along gaming.

Some Recent Second Screen App Examples

© 2013 Intrasonics Limited Company Confidential

Channel4 Facejacker

BBC Antiques Roadshow

Antena 3 ANT 3.0

SBS Vier Fastest Quiz

MTV Gandia Shore

Odeon/DCM Cinime

Cineflix Copper