Startup Taps Kinect Tech for Interactive Advertising on Connected TVs

By Karla Robinson
September 27, 2012

European startup Brainient looks to “boost brand engagement and recognition” through interactive elements within online advertisements.
The company, which has enabled advertisers to tailor the same video campaign for computers, smartphones and tablets, is now taking interactive to a whole new level via the gesture-based Kinect controller for Microsoft’s Xbox.
Brainient CEO Emi Gal says now is the time for connected TVs. “Even though the Kinect technology has been with us for a while there wasn’t enough consumption on connected TVs in terms of video — and finally now we’re getting to the point where people are consuming video across smartphones, across online and across connected TVs more and more,” he tells TechCrunch.
Brainient has launched its first Kinect-enabled ad, which it is using as a showcase and a case study for the new ad technique. The ad is for the upcoming film “The Hobbit,” and it incorporates photo galleries and cast biographies, accessible with the swipe of your hand.
“By adding interactive elements to connected TV ads Brainient will be able to offer advertisers the ability to track brand engagement and recognition on the largest screen most consumers own — and the one they tend to ogle for longest,” TechCrunch writes.

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